GfK and Kantar partner to offer a breakthrough in online data quality
Launch Service Through Promedius Group, A New Not-For-Profit Industry Consortium
July 27, New York, NY - Today GfK Custom Research North America and Kantar announced the formation of an important new alliance devoted to the advancement of online data quality. In response to concerns by industry leaders such as P&G, Microsoft, Coca-Cola and General Mills about online data quality, GfK and Kantar are launching a comprehensive quality service that includes a suite of tools to validate the physical address of online respondents, identify respondent uniqueness and overlap across sample sources as well as capture category participation using a common standard. The new service also includes a tool to prevent duplicates in studies and provides automated reports of widely used industry metrics.
The service will be operated through the Promedius Group, a not-for-profit consortium led by GfK and Kantar that seeks broad industry participation. The technology behind this service was jointly developed by Ipsos, Kantar and GfK.
The technology can also be licensed by individual companies in the marketing research industry for their own internal use at no cost. The Promedius Group aims to develop standards and conduct research in order to further enhance online data quality.
The Promedius Group will initially operate in the U.S. and will expand into other key markets in 2011 to address the global need for a quality service that provides consistent measurement and reporting practices across service users.
"Achieving the highest level of online data quality standards is essential for our clients and for the marketing research industry,” said Eric Salama, Kantar CEO.
"By making the tools we have jointly developed available to the entire industry, marketing research suppliers will be able to meet the client need for open, transparent reports that contain consistent quality metrics, allowing them to make cross-supplier comparisons.”
"Conceived as an independent, non-commercial alliance, the Promedius Group’s structure creates the opportunity for broad industry acceptance,” added Debbie Pruent, COO and Member of the Management Board GfKSE. "This in turn results in greater quality consistency and even lower costs – the benefits accrued as more sample providers opt to use the shared service.”
"We are both proud that we have come together to develop a technology, launch a not-for-profit consortium and provide an industry-wide service that can restore confidence in the value of research for all clients and agencies,” said Pruent and Salama.
The suite of services is in operation and currently being used on selected client studies. In addition, Promedius Group organizers are holding ongoing discussions with other sample providers, some of whom have expressed their interest in collaborating and in using the service.
About Promedius Group
The Promedius Group is a not-for-profit consortium whose mission is to identify, promote and facilitate best practices in research quality through consistent, evidence-based methods. The Group is dedicated to providing solutions to meet the online survey research challenges of today as well as emerging issues.
Promedius Group is an independent entity whose membership is open to research providers industry-wide. The consortium operates openly and relies on input from members and the market research industry generally to formulate policies and operational procedures in furtherance of its mission.
For more information contact
Sandra Plasse
Padilla Speer Beardsley
212-752-8338
splasse@psbpr.com
Frank Kelly
Senior Vice President
Lightspeed Research
908-340-7007
fkelly@lightspeedresearch.com
Kimberly A. Bastoni
Managing Director
GfK North America
212-240-5373
Kimberly.bastoni@gfk.com
Press Release