Navigating the Online Sample Market

Accessing and engaging the right respondents is the foundation of market research, and it has never been as challenging as it is today. Researchers must navigate the pitfalls of a complex online landscape with an increasing array of providers and sources of respondent sample. While running surveys are often driven by demands such as low-cost and quick turnaround, we believe that the research industry should never abandon the quest for quality – something that everyone wants, but few can define.

This paper offers an overview of the online sample market, things to watch out for, and outlines what it takes to ensure that the respondent sample used to power research studies in each case is accurate, fit for purpose, and a reliable basis for making important business decisions.