Panel sample quality is the backbone of good research data. Whether building their own panels or sourcing from a panel provider, to stay in the game and thrive, researchers need to improve the quality of survey panels to maximize their competitive effectiveness.

At Zamplia, we are constantly exploring new & innovative avenues of research execution and finding ways to ensure quality samples while also keeping them engaged and motivated.

In this webinar, we will discuss how researchers can sample quality in the 21st century and what modern-day panelists should look like. 

Featured speaker Steve Male will share deeper insights on the following challenges faced in improving sample quality:

Data quality

• Data as a strategy, not as a tactic (sourcing, design, consistency, pricing, constant/ longitudinal analysis, etc) 
• Who owns data quality? The tragedy of the commons vs. wisdom of the crowds 
• Next 5 years: sample buyers will need to accept that they need to pay more for higher quality 
• Don’t differentiate between panel sample and other sources (river, social media, etc) – the lines are blurry and don’t really exist 

Fraud

• Awareness of fraud, setting expectations, and executing strategy are key
• Fraud is present in all industries and so we shouldn’t be surprised, it’s manageable in MR with the right strategy 
• The dirty truth no one wants to admit: Panelists sometimes use multiple identities 
• Does survey pricing create a vicious circle of fraud? 

“Re-humanizing” sample

• Technological advancement has dehumanized who is taking our research, we need to re-humanize the quant side 
• Getting control of the magnitude of surveys, managing the dozens of daily invitations, creating something more manageable and human-centric source well, and treating respondents well 
• Talking vs. Action (repeating the conversation vs actually doing something about it)
• Leveraging ethnographic data to widen the scope of responses