WESTPORT, Conn., June 10 /PRNewswire/ -- The world's major panel companies-- collectively accounting for more than 50% of global online sample--have come together with Imperium, a leading technology development firm, to create Imperium Data Exclusion (ICE™), the first broad-based category exclusion program for the market research industry. Authentic Response, e-Rewards, Global Market Insite, Inc. (GMI), Survey Sampling International, Toluna and U-Samp have formed an industry-wide ICE User Group--which is open to any panel services company--with the goal of driving optimal sample quality.
The ICE User Group is a complementary partnership that is focused on delivering major quality advances to the market research industry. The panel company members bring deep knowledge of sampling and research, while Imperium adds extensive experience in the design, development and execution of technology solutions. By collaborating to bring these capabilities together, the ICE User Group is working to drive significant improvements in data integrity that will benefit the entire industry.
ICE is the third component in the suite of data quality offerings Imperium provides to the global market research industry, including the Verity™ respondent validation service and the RelevantID® digital fingerprinting technology. Available to all RelevantID users, ICE makes product category part of each respondent's digital fingerprint. As a respondent takes an ICE client survey, this data can be used to exclude those who have recently participated in similar surveys, helping to eliminate potential respondent biases.
"What's unique about the ICE offering is that it provides a broader approach to category exclusions," said Marshall Harrison, Founder and CEO of Imperium. "Companies often rely on multiple sources for survey respondents, and while respondent providers can exclude individuals that have recently participated in a study for a specific product category, ICE helps the industry look at respondent behaviors in full to make more educated sampling decisions.
"Many market research firms look to partner with a third-party provider for solutions to ensure the validity, uniqueness and responsiveness of survey respondents. Imperium is a provider for the industry's largest and most forward-thinking firms, including Toluna, Survey Sampling, eRewards, Authentic Response, GMI and U-Samp. We are proud these panel leaders looked to us to help evolve their data quality with the creation of ICE™."
The panel companies taking part in the collaboration are equally pleased to be working with Imperium to broaden the industry's range of data quality tools. ICE User Group members agree that the solutions coming out of the partnership will ensure all panel companies can provide their clients with the highest standards of quality and accuracy.
"Our clients look to us to provide a quality product, no questions asked. Having the ability to broaden our approach to category exclusions is an invaluable tool to us and our clients," adds Hugh Davis, Chief Strategy Officer, Toluna. "By working with our cross-industry team, we are able to make greater quality strides in a faster timeframe than any of us could achieve alone—and our clients will realize the benefits."
Imperium is a leading technology development firm specializing in the design, development, implementation and support of database systems for business intelligence and integrated e-business solutions. Imperium provides innovative products and services in the areas of market research, financial services, telecommunications, healthcare, marketing, advertising and web design.
Our brands include RelevantID® - the leading industry digital fingerprinting technology for fraud prevention, Verity™ –the data validation service that confirms the accuracy of a person's name, address and other demographics, and RelevantView® -- technology that captures user's online experience on websites and web applications. Imperium is a Microsoft Gold Certified Partner.
Toluna is the world's leading independent online panel and survey technology provider to the global market research industry. The company provides online sample and survey technology solutions to the world's leading market research agencies, media agencies and corporations, from its 17 offices in Europe, North America and Asia Pacific. In 2009, Toluna welcomed Greenfield Online and Ciao Surveys into the group – complementing its traditional strengths in Europe and increasing its online sample and delivery capacity in the US, Canada and Asia Pacific.
Unlike other panel providers, Toluna has developed a unique online community approach to the management of its panels. Through the use of web 2.0-based technology it has created the world's first social voting community site toluna.com, focusing on maximizing panelist engagement to offer increased survey responsiveness and data reliability to its clients. In addition Toluna is enabling organizations to generate valuable customer insight by creating, hosting and managing their own online communities using its software as a service community managementsolution; PanelPortal™ http://www.toluna-group.com/en/software/panel-community/the-solution-/. Toluna's portfolio of research technology solutions also include QuickSurveys™ http://www.toluna.com/quicksurveys -- an online self-service tool that enables you to ask 1-5 questions and receive 1,000 responses in a few hours, Interactive Voice Response, mobile survey capabilities and BrandSpector™ a new approach to measuring the efficiency and effectiveness of online advertising campaigns using the Toluna online panel.
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