comScore Adopts MarketTools® TrueSample® for Ensuring Research Quality

comScore Offers TrueSample as Client Demand for Certified Survey Responses Grows

Oct 13, 2010, 09:00 ET from MarketTools, Inc.

SAN FRANCISCO and RESTON, Va., Oct. 13 /PRNewswire/ -- MarketTools, Inc., the leading provider of software and services for market research and enterprise feedback management (EFM), and comScore, a global leader in measuring the digital world, today announced that comScore will use TrueSample to certify the consumer survey responses for clients that request TrueSample.

"comScore is dedicated to delivering the highest quality research to its clients and TrueSample helps us meet the high quality standards in the area of advertising effectiveness research that leading clients like Procter & Gamble expect from us," said Gian M. Fulgoni, Executive Chairman and Co-Founder of comScore.

"At Procter and Gamble, we rely on insights from comScore to help us make critical decisions about our marketing plans and strategy," said Joan Lewis, Global Consumer and Market Knowledge Officer of Procter & Gamble.  "We are thrilled that comScore will be using MarketTools TrueSample, because it will give us further assurance that the same rigorous and dependable quality standards are consistently applied to all of our research."

As research clients, including Procter & Gamble, define stringent data quality requirements for all of their online survey research, MarketTools TrueSample provides a solution to meet these requirements.

"comScore is widely known for providing highly accurate, reliable insights to many of the world's largest businesses," said Scott Arnold, Chief Executive Officer for MarketTools.  "With its decision to use MarketTools TrueSample, comScore is certifying the superior quality of the research results it provides its clients."

The Patent-Pending MarketTools TrueSample Technology

MarketTools TrueSample is the research industry's premier online data quality solution that improves the quality of online research by identifying and removing fake, duplicate and unengaged respondents from research samples.

MarketTools TrueSample combines powerful validation, fingerprinting and engagement modeling into one comprehensive technological solution that ensures that survey respondents are:

Real––TrueSample uses extensive third-party databases to guarantee that all prospective panelists are who they say they are;

Unique––TrueSample ensures that no respondent can take a survey twice by eliminating both overlaps (panelists in multiple panels) and duplicates (panelists who sign up in one panel more than once);

Engaged––TrueSample's award-winning panelist engagement technology removes speeders and straight-liners, in real time, and provides quantified feedback on survey design via TrueSample SurveyScore™.

More than 100 customers are already benefitting from TrueSample, including some of the world's largest consumer packaged goods companies. TrueSample has already been adopted by multiple survey platforms, research companies, sample suppliers and research clients for whom quality is a priority.

About MarketTools, Inc.

MarketTools is the leading provider of software and services for Enterprise Feedback Management (EFM) and Market Research. The company is focused on providing leading organizations the actionable customer insights they need to make better business decisions that lead to high-value business impact. As the first company to make online surveys widely available on the Web, MarketTools continues its market-leading position by providing the broadest range of powerful, accurate and integrated customer insight technologies that empower companies to become the most customer-centric organizations in their industries. MarketTools' premier portfolio of technology-based insight brands includes CustomerSat™,™, TrueSample®, Zoomerang®, ZoomPanel® and ZoomPanel Tech™.

MarketTools is a privately held company with corporate headquarters in San Francisco and European headquarters in London. For more information, please visit:

About comScore

comScore, Inc. (Nasdaq: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. comScore helps its clients better understand, leverage and profit from the rapidly evolving digital marketing landscape by providing solutions in the measurement and evaluation of online audiences, advertising effectiveness, social media, search, video, mobile, e-commerce , and a broad variety of other emerging forms of digital behavior. comScore's capabilities are based on a global panel of approximately 2 million Internet users who have given comScore explicit permission to confidentially capture their browsing and purchase behavior. These data can also be combined with census-level Web site or telecom carrier data to provide the most comprehensive and unified measurement of digital activity. comScore's recent acquisition of ARSgroup adds one of the industry's most validated measurement of the persuasive power of advertising in TV and multi-media campaigns. comScore services are used by more than 1,400 clients around the world, including global leaders such as AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN, Facebook, France Telecom, Financial Times, Fox, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal McCann, Verizon Services Group, ViaMichelin and Yahoo!. For more information, please visit

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SOURCE MarketTools, Inc.