NEWS3 March 2010

MarketTools adds trio of TrueSample customers

New business North America

US— Panel suppliers McMillion Research, uSamp and Western Wats have signed up to use MarketTool’s TrueSample panel cleaning software.

The TrueSample software combines validation techniques, digital fingerprinting and de-duplication processes in a bid to ensure that respondents are who they say they are and prevent them from taking the same survey twice.

John Ouren (pictured) MarketTools’ executive vice president and general manager said: “Research buyers have repeatedly asked for one consistent, standard approach to data quality that spans all survey platforms, sample suppliers and methodologies.

“By adding more panels to our TrueSample-certified network, we’re enabling clients to achieve this goal in an automated and repeatable way, providing quantifiable quality assurance that takes the guesswork and data weighting out of the equation.”

In late 2009, MarketTools launched a new cross-platform version of the software, which is compatible with all online survey platforms, including Confirmit and SPSS.