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

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

Read More

Learn about our team

leadership image

Innovating an insights platform for the future

See More

Check out what’s new

Woman watching TV

DISQO Selected to Enhance Adelaide’s Attention Metric

Enabling Brands to More Accurately Measure and Predict Media’s Impact...

DISQO Welcomes Leading Product Veteran Andrew Duke to Deepen Audience Connections

As Vice President of Product, Consumer Applications, Duke will elevate...

category icon

‘This is Product Management’ podcast hits 300th episode milestone

The Podcast for Product Managers, presented by Feedback Loop, now...

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
See More

Whitepapers

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

Get connected with DISQO’s platform

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.

testimonial quotes

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

Get connected with DISQO’s platform