Joined on the conference lines by the leaders of Re-Rez (Malcolm Williamson, Debbie Peternana, and Eric Bell), we are offered a brilliant opportunity to hear more about how this Texas-based company is earning its street cred. “Traditional web survey is here to stay,” says Eric, “but we must gravitate to access points such as web 2.0 sites, mobile platforms, and social networks.” Malcolm points out that as the research industry shifts its attention to available resources, we are being flooding with an overabundance of junk pouring in from small panel and online companies trying to get a piece of the action. “We don’t care if the sample we pull from is good or bad, we’ll make it good, and this happens through effective questioning and implementing identification technologies, such as OptimusID.”
Although many researchers voice that good survey design will turn out good data, Debbie takes this a step-further, “with increasing variance in the level of quality amongst identification technologies, Re-Rez adds strong screening and machine/digital fingerprinting technologies to better ensure we weed out the good from the bad.” Debbie adheres to her beliefs that there is honesty online, and that good data does come from online respondents. “Good data.” says Debbie, “does comes from writing the survey and effectively analyzing the results.”
When asked about how Re-Rez is answering the challenges of online data quality, Eric shared that “we are not just an aggregator, rather, we are able to get the ‘best-of-breed’ to what’s available for a particular study.” Eric reminds us that Re-Rez even guarantees their work, while taking on the burden of managing multiple vendors so the end-clients don’t have to. “We monitor best practices from sources such as CASRO and MRA, and we continue to keep our eye on the ball. We monitor and implement.” Debbie adds that Re-Rez makes sure that a client is checking a study within 24-48 hours of launch, ensuring that they are showing appropriate survey behavior, data integrity, and addressing the removal of speeders and cheaters.
“Re-Rez has built its reputation on trust and innovation,” says Malcolm. “We are focused on the research experience, we monitor and align with upcoming trends, we focus on the best current practices, and we continue to be progressive in our service to clients.” “And we serve our core clients by finding better ways to serve them,” says Debbie jumping in with a jolt of enthusiasm, “we help our clients go out and earn business.”
With that said, I offer many thanks to the folks at Re-Rez for offering their insight and energy around the state of online research. It’s great to see a group of able professionals so devoted to offering real data quality and client-focused results!
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