How Savanta is approaching the need for control and ‘real-world’ audiences

Research Live Editor Katie McQuater, caught up with Tatenda Musesengwa, vice-president of audiences at Savanta, to discuss the company’s new app-based panel and the participant experience and quality problems facing online research.

The interview covers off key questions facing the industry, from data quality to real versus synthetic data, including:

• What’s the background to Savanta’s panel app, YourVue?
• What do you think is driving that higher response rate?
• What’s been the main challenge with giving people a good experience when they’re using the app?
• What do you see as the more pressing challenge for the industry right now – data quality or participant experience?
• How has the feedback been from clients about this new approach and your aims to source more of your audiences from the app?
• What steps are you taking to achieve your ambitions for growth?
• Will research agencies have to decide between real or synthetic data, or can they effectively blend the two?

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