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Toluna has developed an approach to fulfill the sample requirements of researchers that differs fundamentally from existing, conventional online panel methods. This approach consists of recruiting individuals in real time from a network of websites with which Toluna has developed referral relationships with, and validated for quality. This methodology is innovative in that it leverages the many potential survey takers online who are willing to take a single survey, who may not necessarily want to join a market research panel.

How does it work?

Respondents are recruited from various locations via high-value media placements and asked several screening questions. Based on their answers to the screening questions respondents are then sent to our proprietary routing system. This router ensures that respondents are randomly assigned to open surveys.

Based on respondent’s responses to the screening questions, recruits are randomly assigned to the open surveys. This is done on an equal probability basis: the recruit is equally likely to end up in any of the currently open surveys. Survey recruits provide an email address so that their participation in surveys can be tracked. Each is returned to the website from which they were originated, regardless of whether they qualified and participated in a survey or not. Toluna has the ability to track future visits from the real-time survey takers. This is done using email addresses and cookies.

Real-Time Sampling^® respondents are validated in real-time and are de-duplicated on a survey-by-survey basis.