OpenSample A Market Research Industry Initiative
Sample and Survey Quality  <ul><li>Recruitment methods </li></ul><ul><li>Traps </li></ul><ul><li>Straight liners / satisfi...
 
 
Keep it <ul><li>Simple  </li></ul><ul><li>Collaborative </li></ul><ul><li>Focused </li></ul>
Necessary Simple Collaborative Focus <ul><li>Past participation!   </li></ul>
Mission <ul><li>Improve quality of online surveys by industry-wide sharing of information about respondents’ historic surv...
Members <ul><li>Added Value </li></ul><ul><li>All Global </li></ul><ul><li>Cint AB </li></ul><ul><li>e-Rewards </li></ul><...
 
OpenSample principles  <ul><li>Independent </li></ul><ul><li>Cross-company </li></ul><ul><li>Open </li></ul><ul><li>Anonym...
Members recognize association efforts   <ul><li>ESOMAR:  Questions to assist sample buyers  </li></ul><ul><li>MRA’s IMRO: ...
Initiative <ul><li>In co-operation with and supporting all other industry-wide initiatives that are aiming to improve onli...
Implementation <ul><li>Creation of a high-quality database, with open standards and open-source or escrowed software </li>...
Independent, experienced and reliable third-party administering db
Architecture Live sample verification Sample selection Survey completion
Making it happen: working groups  <ul><li>Technical </li></ul><ul><ul><li>Brett Schnittlich  (OTX)  </li></ul></ul><ul><ul...
The specifics <ul><li>Technical  </li></ul><ul><li>Legal </li></ul><ul><li>Research </li></ul><ul><li>Outreach </li></ul>
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Open Sample Intro Pgraham 0910

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  • Open Sample Intro Pgraham 0910

    1. 1. OpenSample A Market Research Industry Initiative
    2. 2. Sample and Survey Quality <ul><li>Recruitment methods </li></ul><ul><li>Traps </li></ul><ul><li>Straight liners / satisficers </li></ul><ul><li>Speedsters </li></ul><ul><li>Bots </li></ul><ul><li>Sweatshops / geo-IP </li></ul><ul><li>Duplicates </li></ul><ul><li>Hyper-active respondents </li></ul><ul><li>Some of these processes are company specific </li></ul><ul><li>Yet … </li></ul>
    3. 5. Keep it <ul><li>Simple </li></ul><ul><li>Collaborative </li></ul><ul><li>Focused </li></ul>
    4. 6. Necessary Simple Collaborative Focus <ul><li>Past participation! </li></ul>
    5. 7. Mission <ul><li>Improve quality of online surveys by industry-wide sharing of information about respondents’ historic survey participation </li></ul>
    6. 8. Members <ul><li>Added Value </li></ul><ul><li>All Global </li></ul><ul><li>Cint AB </li></ul><ul><li>e-Rewards </li></ul><ul><li>GfK </li></ul><ul><li>GMI </li></ul><ul><li>Greenfield Online </li></ul><ul><li>IPsoft </li></ul><ul><li>Ipsos </li></ul><ul><li>Kantar Operations </li></ul><ul><li>Knowledge Networks </li></ul><ul><li>Lightspeed </li></ul><ul><li>Millward Brown </li></ul><ul><li>Penn Schoen Berland </li></ul><ul><li>Peanut Labs </li></ul><ul><li>OTX </li></ul><ul><li>Relevant View </li></ul><ul><li>Research International </li></ul><ul><li>Research Now </li></ul><ul><li>Safecount </li></ul><ul><li>United Sample </li></ul><ul><li>Western Wats </li></ul>
    7. 10. OpenSample principles <ul><li>Independent </li></ul><ul><li>Cross-company </li></ul><ul><li>Open </li></ul><ul><li>Anonymous data </li></ul><ul><li>Trusted third party </li></ul><ul><li>Voluntary </li></ul><ul><li>Simple </li></ul>
    8. 11. Members recognize association efforts <ul><li>ESOMAR: Questions to assist sample buyers </li></ul><ul><li>MRA’s IMRO: Guidelines for best practices in online sample and panel management </li></ul><ul><li>CASRO’s Panel Integrity Taskforce : collaborate across industry groups. </li></ul><ul><li>ISO: Standard on Access Panels, criteria against which access panel providers can be evaluated and the quality of access panels can be assessed </li></ul><ul><li>Bob Lederer’s Road to the Client Congress: recommendations to research agencies, esp. inclusion of technical appendix </li></ul><ul><li>The ARF’s ORQC : provide knowledge-driven answers to client questions through research-on-research </li></ul>
    9. 12. Initiative <ul><li>In co-operation with and supporting all other industry-wide initiatives that are aiming to improve online research sample quality </li></ul><ul><li>To result in a professional non-profit organization, either standalone or as part of an existing industry body </li></ul><ul><li>Targeted to be operational January 1, 2009 </li></ul><ul><li>Annual membership open to all providers and users of online research sample </li></ul><ul><li>Participation, contribution of data and use of results encouraged but voluntary </li></ul><ul><li>All respondent data anonymous and maintained in a fully secure environment </li></ul><ul><li>Consolidated, non-identifying metadata made available for research on research </li></ul>
    10. 13. Implementation <ul><li>Creation of a high-quality database, with open standards and open-source or escrowed software </li></ul><ul><ul><li>will keep track of surveys taken by respondents </li></ul></ul><ul><li>Respondents will be identified by a unique combination of: </li></ul><ul><ul><li>Member/respondent ID </li></ul></ul><ul><ul><li>encrypted e-mail address </li></ul></ul><ul><ul><li>machine fingerprint </li></ul></ul><ul><li>Surveys will identified by a unique combination of: </li></ul><ul><ul><li>Survey Category </li></ul></ul><ul><ul><li>Survey Date/Time </li></ul></ul><ul><li>Database can be queried by members for their respondents, supplying data such as: </li></ul><ul><ul><li>Participation in other panels (unidentified) </li></ul></ul><ul><ul><li>Number of surveys taken, total and per survey category, in timeframe </li></ul></ul>
    11. 14. Independent, experienced and reliable third-party administering db
    12. 15. Architecture Live sample verification Sample selection Survey completion
    13. 16. Making it happen: working groups <ul><li>Technical </li></ul><ul><ul><li>Brett Schnittlich (OTX) </li></ul></ul><ul><ul><li>Alison Morgan (Peanuts Lab) </li></ul></ul><ul><ul><li>Mitch Eggers (GMI) </li></ul></ul><ul><ul><li>Naresh Adurty (Lightspeed Research) </li></ul></ul><ul><li>Outreach </li></ul><ul><ul><li>Patricia Graham (Knowledge Networks) </li></ul></ul><ul><ul><li>Steve McHugh  (Millward Brown) </li></ul></ul><ul><ul><li>Shelley Zalis (OTX) </li></ul></ul><ul><ul><li>Matt Hynes (Greenfield Online) </li></ul></ul><ul><li>Legal </li></ul><ul><ul><li>George Pappachen (Millward Brown) </li></ul></ul><ul><ul><li>Jeff Dean (OTX) </li></ul></ul><ul><li>Research </li></ul><ul><ul><li>Michael Fallig (GfK) </li></ul></ul><ul><ul><li>Patricia Graham (Knowledge Networks) </li></ul></ul><ul><ul><li>Bruce Tedesco (OTX) </li></ul></ul>
    14. 17. The specifics <ul><li>Technical </li></ul><ul><li>Legal </li></ul><ul><li>Research </li></ul><ul><li>Outreach </li></ul>

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