Has data quality affected you? 29% of organizations believe they suffer from high levels of inaccurate data, impacting their ability to meet business objectives(Gartner 2021). That likely equates to millions of dollars wasted on research efforts. Dynata encourages best practices that improve respondent engagement, reducing survey fatigue and giving you real actionable data. Here are a couple of ways to do so:
- Screen for the audience without being leading à This means not asking yes or no questions for crucial screening, and perhaps sticking to multi-select questions.
- Ask subject matter related questions related the audience you are looking for. This is especially important for targeting B2B audiences with specific decision making or buying power.
- Adding in thought provoking open ends, that are not a simple yes or no. Sometimes asking respondents, “what is this survey about” or about a random topic unrelated to the survey “What are the laws of thermodynamics”
Dynata also offers questionnaire design or questionnaire review services to ensure best practices are included in the survey.
A key element of Dynata’s quality framework begins at the source of sampling. Dynata has a first party panel, that is profiled, vetted and full of permission-based respondents who have agreed to participate in research. The respondents are profiled continuously, to ensure demographic accuracy and consistency. This helps reduce risk associated with fraudulent respondents such as bot-farms, professional survey-takers before a survey launches.
Once a survey is live, Dynata employs real-time data checking through QualityScore. QualityScore is a machine learning tool that checks 175+ data points in real-time as soon as a respondent enters a survey. These checks are as simple as speeder and open checks, but can be as sophisticated as checking cursor movement, checking for copy and paste, and the time spent on each page of the survey. Gone are the days of questioning if a respondent is real or not or even paying attention. For Dynata programmed surveys, we also include a final review from our Project Management and Data Processing team to ensure open ends are checked and survey flow is consistent. This final layer of scrutiny ensures delivered data meets your expectations and research objectives.
Dynata also applies digital fingerprinting and fraud detection technologies to identify duplicate respondents, the use of VPNS and automated survey farms. These protections are increasingly important as online research faces threats of bots, fraudulent respondents and cheaters. Dynata leverages this technology, in addition to other factors above to minimize contamination of survey results.
In summary, Dynata has a multi-layered approach to embed data quality controls throughout the entire survey life cycle. It begins with questionnaire review and questionnaire design suggestions, to how Dynata recruits first party data on their panel, then during the survey through machine learning via QualityScore and data cleaning, and lastly through technology.
