Wolf in sheep's clothing

Bogus respondents, bots and bad data: how to work with market research panel providers to avoid potential pitfalls

The importance of accurate surveys from market research panels can’t be overstated. Critical business decisions are made based on the data gleaned from online surveys, and if that data isn’t high quality, the decisions won’t be, either.

According to a recent article in Quirk’s, almost half of respondents in a typical online study using market research panels were found to be bogus. That’s right. With a simple 10-minute, easy-to-complete questionnaire, they deemed 46% of their responses unacceptable.