Ensuring research quality is of critical importance to provide decision-makers with the total understanding they require to take the right action. But quality need not be traded off to allow for greater speed and lower cost. Given today’s rapidly changing and unpredictable environment, there is simply too much at stake. Ipsos prioritises quality. With the launch of its do-it-yourself platform, Ipsos.Digital, clients can now answer their business questions with Ipsos’ trusted quality and innovation at speed and global scale.
Delivering quality market research is a shared responsibility as it encompasses a complex and interconnected web of automated systems, standardised processes, and ad-hoc human decisions. The framework includes all parts of the research process: study design, questionnaire, respondents, data collection, and analysis together with the interpretation of and delivering of insights. Prioritising research quality guarantees that insights and decisions are based on reliable inputs. Simply put, good data in means good data out.
Ipsos.Digital embodies Ipsos’ quality principles:
1. The consumer is at the core of everything
Respondents are first and foremost respected consumers and citizens, who are enabled to provide meaningful answers. Questionnaires are designed using current best practices – to be Mobile First and to reflect the latest in mobile design trends while prioritising respondent engagement through new interaction models and/or incentivisation, and so on.
2. Research solutions are grounded in science and technology
Rapid environmental and societal change requires research solutions to be grounded in the latest technology and science. This ensures that as respondent sentiment changes, behavioural outcomes can still be captured through the incorporation of Behavioural Science and Neuroscience, Machine Learning and/ or Artificial Intelligence.
The Innovation and Creative Solutions found on Ipsos.Digital leverage the latest Behavioural Science thinking to replicate how consumers make choices. Behavioural outcomes are observed and derived and supported by Neuroscience and Artificial Intelligence to more deeply understand consumer conviction and sentiment. As business needs are client specific, these solutions can flex to meet different research objectives.
‘Fast Facts’ is a question library developed through Machine Learning to offer clients a resource that would provide the answers to any potential questions they may have, from exploring usage, behaviour and sentiment, monitoring competitive activity, testing hypotheses or getting spontaneous feedback to a critical event, with simplicity and speed.
Irrespective of your research need, results are automatically delivered in an interactive online dashboard designed to deliver results to the most simple of questions to the most advanced analytics and A.I. (like sentiment analysis), complete with the ability to filter and sort responses and adjust to ensure the story answers your stakeholders’ questions.
3. Holistic quality principles are embedded and automated for increased consistency
This ensures minimal error, maximal speed and optimal sample quality (supported by quality algorithms and efficient panel utilisation). If necessary, expert human validation is included for quality assurances and this his then leveraged to optimise automated algorithms.
4. Sample quality
Sample quality is vital to the outcome of the research commissioned and can directly impact the validity of the results. In addition to embedding and automating quality protocols throughout the lifecycle of research programme, Ipsos has implemented a stringent approach to sample quality across the lifecycle of a respondent. This involves multi-source recruitment to ensure appropriate representativity, rigorous panellist registration with double opt-in practices, and study-level procedures which make sure that research studies are completed by respondents who are:
- Real: who they claim to be
- Fresh: who are not being overburdened with surveys
- Unique: who only take a survey once
- Engaged: who take surveys seriously, and access surveys on the device of their choice
The importance of ‘real’ cannot be underestimated. As respondent fraud increases with ongoing technological change, new methods of analysing survey behaviour must also be developed. Ensuring authenticity and avoiding fraud requires a leading-edge technology. Fraud is infrequent, but when it happens, it negatively impacts studies. Ipsos’ end-to-end quality system includes proprietary algorithms, and the strategic use of specialised industry solutions, to protect data integrity.
Our quality system monitors respondents as they join a proprietary panel (or as they are included from a fully vetted sample supplier) as well as when they take surveys. The framework utilises:
- Best-in-class tools for verification and deduplication (digital fingerprinting, geolocation, double opt-in, Ipsos’ proprietary meta-identity system, etc.),
- Strict panel usage rules to reduce panelist burden, and
- Automated behavioural assessment tools, both at the panel and study level, focused on identifying suspicious respondents including suspected fraud, speeding, straight-lining, and bot-like behaviour. These tools are continuously updated and improved to further reduce the risk of suspicious activity.
In addition, Ipsos’ proprietary panels are actively managed to create strong levels of trust to ensure panelists are properly engaged with the research studies in which they participate.
Dedicated experts outline the quality principles which are applied with global consistency and are responsible for ongoing consultation and monitoring. In other words, centralised teams dedicated to research innovation and design, panel recruitment and engagement, vendor management, and programmatic sampling platforms work together to ensure quality research results are delivered quickly and across a global footprint.
Ready to launch a Fast Facts study? A few tips to ensure the best quality results include:
- Keep your study as short and focused as possible to be compatible with mobile devices.
- Leverage the questionnaire library to ensure your questionnaire is built on Ipsos’ 40+ years of research experience.
- Minimise burdensome screeners and questions (such as grids and open ends).
- Use disguised screeners to ensure the most representative sample and include ‘hidden traps’ to manage data quality.
- Ask for support if and when you need it.
Ensuring the best research quality is part of Ipsos’ essence and is reflected in our ‘4S’ promise to clients: Ipsos offers security, simplicity, speed and substance. That is to say, Ipsos.Digital’s research solutions are designed to be simple yet actionable, and supported by the most stringent of protocols to ensure high quality results at speed and at global scale.
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