Connect opinions and behaviors across all digital touchpoints, desktop & mobile.

We connect what people say and actually do to drive confident business decisions

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DISQO RELEASES INDUSTRY-FIRST UNIFIED AD MEASUREMENT BENCHMARKS COMBINING BRAND AND OUTCOMES LIFT

DISQO releases industry-first unified ad effectiveness normative benchmarks

DISQO’s single-source CX intelligence platform enables brands to benchmark full-funnel...

CX Intelligence Platform DISQO welcomes Nicholas Weaver as VP Engineering

CX intelligence platform DISQO welcomes Nicholas Weaver as VP Engineering

DISQO taps Google Alum Nicholas Weaver to scale DISQO’s CX...

Do the WeRQ and DISQO CX Insights on LGBTQ+ ads, audiences and allyship

DISQO & Do the WeRQ CX insights on LGBTQ+ ads and audiences

Marketing to LGBTQ+ audiences must be integrated and mainstreamed 85%...

Survey Junkie

Survey Junkie is an online community with 1.5 million+ active members sharing zero-party data to fuel your insights advantage.

  • share opinion Opinions & behaviors
  • earn rewards 100% opted in
  • share behaviours 1B digital touchpoints monthly
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Whitepapers

Evaluating Open-Ended Responses: One More Tool in the Quality Toolbox

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In the marketing research industry, there is a lot of debate regarding how to best measure the quality of online survey data. Multiple checks are typically employed to identify potentially suspicious behavior or poor-quality data. Verbatim responses to open-ended questions are often included among the checks to remove respondents from data sets. Yet, some respondents are less inclined to provide robust answers to open-ended questions. Does that mean they are unengaged or “bad” respondents and that their data is not valid?

Given the importance of data quality, DISQO conducted research to better understand the implications of using open-ended questions in conjunction with other quality checks. The research helps determine which respondents are of concern and provides guidelines to identify them.

DISQO’s greatest advantage is the opportunity to peek into behavior behind the forbidden “walled gardens’’ by using their identity-based platform instead of using 3rd party cookies to capture ad exposure.”

Bruce Williams

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