The first Quirk’s Outlook magazine of the year has hit the shelves, and we weighed in with an article on how sample has changed drastically in the digital age. P2Sample CRO JD Deitch wrote about how old thinking around fundamentals like reach, quality and dependability is affecting our ability to truly judge sample suppliers. Instead, we need to start thinking about what these terms mean today in the face of advancements such as automation.

Reach is now about much more than panel books and big proprietary panels. Today, automation allows multiple kinds of solid recruitment methods that garner real, verifiable, engaged respondents from multiple sources. This boosts representativity and diversity, improving everything else as well: from feasibility estimates to response times to economics for suppliers and buyers. In addition, JD calls for transparency from suppliers regarding reach – beyond the traditional panel book – that shows greater detail on the actual feasibility of the respondents garnered for any given project. We’ve made steps in this direction with our dynamic, clickable map that shows active respondents around the world.

Quality can be boosted by the use of concrete, dynamic and sophisticated methods that leverage advanced technology. This ranges from using automation and AI to increase respondent engagement, giving them greater control over their own experiences and matching them with the right surveys. In addition, providing real, verified respondents can be better achieved by using dynamic fraud mitigation techniques. AI can sift through the massive amounts of data and detect in real-time the ever-changing profile of fraudsters. Methods like this are essential to fighting fraud today.


Dependability has become less manual, meaning problems are caught early and rectified before quality suffers. “Automation can now proactively detect and address problems immediately, alerting people that action needs to be taken before it’s too late. Now, instead of needing the humans to simply detect the problem (typically when it is too late), the humans can add good judgment.”


In the end, the digital age means that “everything should be automated when it comes to sample.” Going far beyond speed, this technology can solve many other common problems, when properly implemented. He writes: “Capabilities surrounding sample reach, quality and dependability are far greater than they were in the past. We need to start taking a closer look at approaches to these key issues and recognized sample for what it is: a core pillar of what we do as market researchers, providing the foundation for quality insights.”

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