Data hygiene using respondent validation

Renee Smith and Nallan Suresh
Kantar and SurveyMonkey

Introduction

As the world's largest companies work to grow at 6%-8% rates, the importance to them of understanding consumers of all backgrounds, income levels, and life stages has increased. As a result, there is heightened interest in understanding purchasing and consumption among some of the market research industry's harder-to-reach populations (lower income, day laborers, etc.).

Previous research has shown the original TrueSample identity validation process involving a name and address match to an external database was classifying a higher percentage of lower income, renters, young adults, and ethnic minorities in the United States as non-valid, than for other subgroups. To avoid making these subgroups of high importance to clients even harder to reach in online surveys, TrueSample began to consider process refinements and conduct research on research in partnership with Kantar to identify a more robust validation process.