Data Quality
Lightspeed RealResults Identifies and Removes Fraudulent Data
Data quality has always been especially critical to our business. Our clients depend on the data we provide to help make informed decisions that will push their business forward. It is crucial to eliminate survey respondents who are not engaged or who do not provide honest, thoughtful answers.
Lightspeed RealResults leverages both our technology and survey quality management expertise to identify and remove fraudulent survey data through a series of quality checks. Respondents who do not participate in the survey to the best of their abilities are identified and all survey answers they provide are removed from the final data. Their actions are then reviewed for possible removal from the panel.
Lightspeed RealResults employs the following automatic quality checks:
- Respondent Engagement – At the beginning of a survey, respondents must agree to provide honest, thoughtful answers to each question
- Survey Speedsters – Respondents who rushed through the survey are identified by comparing survey completion times to the norm
- Grid Speedsters – Respondents who rushed through grid questions are identified by comparing grid completion times to the norm
- Trap Questions – Survey questions with obvious answers can determine whether a respondent is fully engaged with the survey
- Respondent Satisfaction – At the end of a survey, feedback from respondents is gathered and assessed to help determine the quality of the survey
The Lightspeed RealResults fraud prevention program is consistently enhanced to directly address established and emerging threats to data quality. We will continue to develop new quality methodologies to provide our clients with the highest panel and data quality in the industry.
Read about Lightspeed RealRespondents, which prevents fraudulent applicants from joining our panels.