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Askingcanadians adopts MarketTools TrueSample to ensure research quality for all online consumer research

by Susan O'Neill.

Selection Continues to Reinforce TrueSample as the Industry’s Most Widely Used Online Research Quality Solution

SAN FRANCISCO and TORONTO, ONTARIO — July 12, 2011 — MarketTools, Inc., the leading provider of software and services for market research and enterprise feedback management, and AskingCanadians™, a full-service online data collection firm with an online research community of 160,000 Canadian consumers, today announced that AskingCanadians has adopted MarketTools® TrueSample® as its quality solution for all of its online consumer research.

“As the first Canadian-based panel company to license TrueSample, we are demonstrating our commitment to provide an additional level of confidence to our clients who rely on collecting quality research data to make critical business decisions,” said Adam Froman, CEO of AskingCanadians. “Our partnership with MarketTools will provide our clients with the knowledge that rigorous quality standards are being applied to all of our work.”

The AskingCanadians panel is 100 percent Canadian and is nationally representative by region. Panel members are self-profiled by more than 300 demographic, psychographic, behavioral and attitudinal variables. AskingCanadians joins the expanding roster of multiple survey platforms, research companies, and sample suppliers who have adopted TrueSample, largely driven by client requests for reliable research results.

‘“AskingCanadians is dedicated to helping market researchers gather and deliver high quality information from Canadian consumers,” said John Ouren, EVP and General Manager at MarketTools, Inc. “With its decision to adopt MarketTools TrueSample as its quality solution, AskingCanadians is delivering on its commitment to provide the highest quality research results to its clients.”

About The Patent-Pending MarketTools TrueSample Technology
MarketTools TrueSample is the research industry’s premier online data quality solution that improves the quality of online research by identifying and removing fake, duplicate and unengaged respondents from research samples.

MarketTools TrueSample combines powerful identity validation, de-duplication and engagement modeling into one comprehensive technological solution that ensures that survey respondents are:

Real -TrueSample uses extensive third-party databases to guarantee that all prospective panelists are who they say they are;
Unique – TrueSample ensures that no respondent can take a survey twice by eliminating both overlaps (panelists in multiple panels) and duplicates (panelists who sign up in one panel more than once);
Engaged – TrueSample’s award-winning panelist engagement technology removes speeders and straight-liners, in real time, and provides quantified feedback on survey design via TrueSample SurveyScore®.

More than 100 customers are already benefitting from MarketTools TrueSample, including some of the world’s largest consumer packaged goods companies.


MarketTools is the leading provider of software and services for market research and enterprise feedback management (EFM). The company is focused on providing leading organizations the actionable customer insights they need to make better business decisions that lead to high-value business impact. As the first company to make online surveys widely available on the Web, MarketTools continues its market-leading position by providing the broadest range of powerful, accurate and integrated customer insight technologies that empower companies to become the most customer-centric organizations in their industries. MarketTools’ premier portfolio of technology-based insight brands includes CustomerSat™, TrueSample®, Zoomerang®, ZoomPanel® and ZoomPanel Tech™. MarketTools is a privately held company with corporate headquarters in San Francisco and European headquarters in London. For more information, please visit www.markettools.com.


AskingCanadians™, a Delvinia company, was established in 2005 as a full-service online data collection firm dedicated to helping market researchers gather high quality information from Canadian consumers. We own and manage the AskingCanadians™ online research community, and its French counterpart Qu’en pensez vousMC, which includes a panel of more than 160,000 demographically representative and profiled Canadians who have opted-in to participate in online surveys that significantly influence today’s leading brands. AskingCanadians™ and Qu’en pensez vousMC are built through incentive partnerships with Hbc Rewards and Aeroplan. The result is an average response rate that eclipses the industry. For more information, please visit corporate.askingcanadians.com.