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Data Quality

Toluna provides data you can trust and we take a multi-pronged approach to data integrity.

We provide real, valid, de-duplicated, engaged and representative respondents. Toluna’s member recruitment practices focus on ensuring that all recruitment investment leads to quality respondents who participate in our online surveys. First, we utilize industry leading, e-commerce security to exclude bots and validate the identity of every respondent.

 
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Further we actively partner with clients to identify opportunities to curb fraud and increase data integrity.

Most recently, we developed a survey design feature that all but eliminates overstated and false brand awareness. The approach was piloted across 108 brands in 15 countries and is now a standard offering.

Finally, we review respondent-level data within the context of the survey. Toluna performs a complete, end-to-end validation on every data file we deliver. Closed and open-end data is reviewed for fraudulent, inattentive or out of context responses, questionable respondents are removed and replaced prior to delivery.

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