In our fourth article on Vypr’s data quality, we focus on reliable responses. Vypr ensures that the insight you use is as robust and reliable as possible by concentrating on the 5 quality pillars below.
In this article, we delve into the reliability of responses from our community, discussing a few of the tactics that we use to ensure that consumers are providing truthful and honest responses and the measures we have implemented.
The first step is recruiting new members to our community
via the mobile app. We have made the sign-up process straightforward; consumers
add their personal details and can answer steers right away. The first steer
questions (we call demographics) are all about building up a detailed
individual profile, but this raises the question of whether consumers are
genuinely who they claim to be. Fortunately, we have a range of strategies in
place to tackle this. Our targeted recruitment is via acquisition partners who
have done lots of profiling and validation checks themselves. This ensures that
our community members are authentic and reliable.
Our steer questions have a character limit to ensure they
are easy to understand and answer. Most of our steer types only require the
consumer to click on one option or on a line. After answering one question and
collecting their points, they can exit the app if they wish. This streamlined
process encourages consumers to provide accurate responses, as it is not overly
complicated or time-consuming.
We know that mistakes can happen, so we don’t want to jump
to conclusions and assume that everyone is being dishonest. That’s why we run a
series of integrity steers every month that help us identify any bad actors and
ensure that our panel is as reliable as possible. These simple steers are
factual, with only one correct response, for example, “how many candles
are on this cake?” Consumers who answer incorrectly are contacted,
highlighting the error, and they receive an official warning about accuracy.
Recurrent warnings lead to an automatic ban from the panel, removing these
respondents.
With our Free Text and Sentiment steers, we allow consumers
to type in a response. We allow our customers to flag a response for review if
it doesn’t make sense (like “rjhghgdtfertrtr”), or if a response is
unrelated to the question asked. Consumers are again informed of the error and
warned that further inaccuracy could lead to being banned. This information
then gets added to our steer violation tracker, which helps us monitor and
maintain the quality of responses within our community.
In conclusion, we hope that this article allows you a better
understanding of what it means to have reliable data. Numerous internal and
external checks are put into effect to ensure that only the most reliable
responses are reported back to our customers. By focusing on recruitment,
making it easy for consumers to respond accurately, and combatting those who
don’t, we strive to provide our customers with the most robust and reliable
data possible.
Next month, our final article will look at Right Team, but in the meantime, if you do have any questions please get in touch with us and we will be more than happy to help.
