Respondents & Quality Control

The AskingCanadians™ panel is 100 per cent Canadian and is nationally representative by region.

The panel is continuously monitored against Statistics Canada data to gauge statistical representation and we conduct annual profiling surveys, which enables continuous improvement for accurate targeting.

In an effort to grow our panel and maintain a demographically representative sample, we are committed to ongoing, strategic recruitment initiatives. We’ve also applied our expertise to the development of successful recruitment strategies and campaigns for our clients.

WHO’S IN THE PANEL?

In addition to being able to draw national, provincial, regional or even local representative samples from our panel, we are specialists at finding, recruiting and engaging participation from hard-to-reach and low incidence audiences.

To ensure we can continue to fulfill our clients’ needs to reach these unique groups of interest, we maintain several sub-panels including but not limited to IT professionals, small business owners, and those with health issues and ailments.

RECRUITMENT

AskingCanadians™ recruits in legitimate, ethical ways from legitimate and ethical sources. In addition, we have ongoing access to 8.5 million Hbc Rewards members and millions of Aeroplan members. Recruitment is also done through co-registration on partners’ web and social networking sites, through targeted emails sent by online partners to their members or subscribers and through our Refer-a-friend program.

Panellists complete a two part opt-in process that is followed by three additional profiling surveys which provide us with more than 250 profiling variables. Profiling survey data is carefully screened and checked for fraud, inconsistencies and inaccuracies.

We make it clear to new panellists that they are joining a market research panel that collects information about the attitudes, demographics, behaviours and opinions of Canadians. They understand and agree to receive invitations to complete online surveys about a variety of subjects in return for the incentive of their choice when they complete a survey.

ADVANTAGES

AskingCanadians™ offers many advantages over other available panels in Canada, including our incredibly high response rates. Studies run on AskingCanadians™/ Qu’en pensez vous^MC have an average response rate of 50 per cent, literally eclipsing industry averages by 20 per cent or more. We achieve these impressive response rates through a combination of proactive panel management and our efforts to keep respondents engaged.

In addition to response rates, the degree to which a sample contains appropriate proportions of the different groups of people that make up a population or interest group, referred to as “coverage,” is critical to ensuring the data you obtain is representative of the larger population.

Our panel management team is also dedicated to verifying panellists’ information and actively ensuring that profiles are kept up to date and meet our quality control standards.

QUALITY ASSURANCE

Ensuring our clients receive the highest quality data is critically important to us, so we’ve established a variety of quality assurance check-points throughout all of our AskingCanadians™ processes and procedures.

• We target our recruitment efforts to specific demographics through reputable channels, allowing us to reach higher quality potential panellists
• Each new panellist goes through a double opt-in sign-up process
• Quarterly profiling surveys enable us to continuously validate and better target our panellists
• We’ve incorporated traps to quickly identify and flag straight-liners, speeders, and so-called professional survey takers
• Similarly, question traps enable us to monitor whether panellists are providing truly thoughtful and accurate responses
• We’ve established and uphold a set of panel management guidelines and best practices.

ESOMAR 26

At AskingCanadians™, we believe the ESOMAR 26 questions—designed to assist buyers in the identification of high quality providers of online samples—serve as a minimum set of criteria. There are several other important factors that buyers need to consider if they truly want to find the best service providers delivering the highest quality, most reliable and accurate data.

Contact us today to find out what AskingCanadians™ has to offer.

MANAGING THE PANEL EXPERIENCE

As digital customer experience experts, we know that satisfied panellists provide thoughtful, more accurate responses.

For this reason, managing the panellist experience is another key aspect of our approach.

• We control the number of monthly invites per panellist to minimize respondent fatigue.
• We scale incentives based on survey length and difficulty, to ensure every survey is a rewarding experience for panellists.
• We incorporate progress indicators into surveys, allowing respondents to continuously monitor their progress.
• We strive to keep panellists engaged and re-engage lapsed or inactive panellists when necessary.
• We’re proud of our personalized approach to customer service and offer French-as-a-first-language customer service for our French-speaking panellists.
• We aim to respond to all customer service inquiries within 48 hours.
• We gauge panellists’ perceptions by including satisfaction questions in our profiling surveys, as well as analyzing verbatim quotes and customer service feedback.

Panellists can easily unsubscribe from AskingCanadians™ at any time.