Honesty Detector

Good research requires good respondents

Since the quality of respondents varies by market, source and supplier, we believe that research requires enhanced validation that ensures participants are telling the truth. For all these applications, Kantar’s Honesty Detector offers a groundbreaking solution to give you confidence that your respondents are answering honestly.

Be confident your respondents are telling the truth

Honesty Detector is an online, statistical approach to remove over-reporters from studies. Based on Kantar’s pioneering research, Honesty Detector analyzes panelists’ responses to a unique combination of high and low probability statements as well as a benchmark question to identify dishonest respondents. Any respondent that is deemed “dishonest” is blocked from entering surveys, and as a result clients can be confident that the data they are receiving is trustworthy.

With Honesty Detector, data quality improvements include better estimates of market structure, brand awareness, low incidence behaviors and ownership. Our patented approach is simple to use and built into our core research platform; it is complimentary when you use Kantar to manage sample for your study. Honesty Detector is available across more than 20 markets for B2B, IT, and consumer audiences, and can be requested for medical professional studies.


Patented, proprietary solution


Unlike many existing quality checks, Honesty Detector does not rely on information from consumer credit and reporting databases, which is available only for certain segments of the population and can exclude important demographic groups. Honesty Detector works independently, as a self-contained, transparent approach. It has been proven effective regardless of demographic group or topic of study and is a necessity for low incidence studies.



Kantar’s multi-country research studies revealed that certain countries have higher percentages of untruthful online respondents than other countries. In Kantar’s experiments, lying varied between 3 percent and 30 percent from country to country, and in every case, posed a major risk factor to accurate data. Honesty Detector effectively regulates the sample from country to country, allowing for accurate comparison of data across international studies.



Many other quality solutions may pose a risk of signaling respondents, however, Honesty Detector was built to eliminate any risk of signaling or conditioning. Located in our central sampling system, Honesty Detector questions are posed to panelists in the same manner as profiling or screening questions. The robust library of Honesty Detector questions that fuel our system ensures that the likelihood that two different respondents will see the same question set is very low. Therefore, each time a respondent is asked to participate in Honesty Detector questions, they are responding in a way that feels natural and expected. If respondents over-report in this setting, it is likely they would have over-reported in a survey setting and negatively impacted data quality.