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What is ESOMAR 28?

ESOMAR 28 is a set of questions, standardized by ESOMAR, to help buyers evaluate the offerings of different online sample providers. The purpose of these 28 questions and answers is to start a conversation between prospective sample buyers and OnlineMoneyWorld.

Founded in 2010, OnlineMoneyWorld revolutionized the sampling industry with our creation of the first global, programmatic marketplace. Through OnlineMoneyWorld’s technology and innovation, the Marketplace now connects buyers and sellers of survey sample across the world. Since inception, thousands of sample buyers have managed over 5 million projects, for over 250 million completes, in 112 countries, among 350 sample suppliers.

The strengths of OnlineMoneyWorld lie within the dynamics of a true marketplace – our demand and supply-sides benefit from the transparent and open nature of the model. OnlineMoneyWorld’s automated platform creates ongoing opportunities for buyers and sellers to connect with unprecedented reach – via multi-sourcing. It instantly connects buyers to hundreds of panels, identifies the exact respondents needed, and matches them to surveys immediately. Our Marketplace also reduces sampling bias because buyers know that their sample is coming from the widest pool of respondents.

The OnlineMoneyWorld Marketplace allows users to set up detailed project specifications and launch within minutes. Many of the Marketplace’s unique functionalities are enabled by automation: its multi-panel feasibility; deduplication technology; blending capabilities; push-button fielding; and real-time analytics that enable informed decision making.

OnlineMoneyWorld has a global team of product and software engineering experts that oversee the development, implementation, and maintenance of all sampling functionality in the OnlineMoneyWorld Marketplace. Our team has expertise in multiple technical disciplines, with a particular focus on automation, AI, and Machine Learning techniques.

Additionally, OnlineMoneyWorld trains its frontline staff in a variety of sampling methodologies including market sizing, quota balancing, and pacing. This includes Customer Success, Project Success, Integrations, and Product team members.

In addition to OnlineMoneyWorld sampling services, OnlineMoneyWorld provides programming and hosting and data processing services. Beyond sampling, we also offer media measurement services via OnlineMoneyWorld’s Impact Measurement product, as well as data-set measurement services with Data Score.

Buyers in the OnlineMoneyWorld Marketplace are given full autonomy to select the vendors or types of sources they want to utilize. To ensure a diversity of choice, OnlineMoneyWorld’s supply partners include double opt-in panels, publishing networks, social media, and other types of online communities.

Over the past 12 months, the OnlineMoneyWorld Marketplace has managed 350+ sample suppliers in 112 countries. Of the 400 million interviews conducted, 85% were delivered by double-opt in panels. The remaining 15% were sourced for supplying to panel builds and community recruits from publishing networks, social media and non-incentivized sample sources that are uniquely suited.

(Assume proprietary to mean that the sample provider owns the asset. Assume exclusive to mean that the sample provider has an exclusive agreement to manage/provide access to sample originally collected by another entity.)

OnlineMoneyWorld has exclusive agreements with each sample supplier that provides access to survey respondents via the Marketplace. Thus, 100% of the sample procured through OnlineMoneyWorld is exclusive, as OnlineMoneyWorld does not own or operate any online panels or other sample sources.

Survey invitations are handled by the OnlineMoneyWorld Marketplace suppliers and can take many forms, including:

  • Targeted email invitation
  • Survey link within a respondent-facing platform
  • In-app notification from a webpage/offerwall of surveys
  • SMS notification

Describe this both in terms of the practical steps you take within your own organisation and the technologies you are using. Please try to be as specific and quantify as much as you can.

We employ various deduplication methods with security options at the buyer account, survey group (e.g. multiple waves for tracker and wave studies), and individual survey (e.g. ad hoc projects) level:

  • IP address
  • Unique Respondent identifier

Summarize, by source, the proportion of sample accessing surveys by mobile app, email or other specified means.

OnlineMoneyWorld does not have any proprietary sample sources.

OnlineMoneyWorld offers all of these methods of sample delivery, based on individual customers’ needs.

For Managed Services projects, Marketplace customers work with the project success team, which handles the fielding strategy, inputting quotas, managing CPI, and monitoring the study as it fields.

In our ProServe model, customers outsource the project in full to OnlineMoneyWorld. The project success team works from the customer’s account, handling the fielding strategy, inputting quotas, managing CPI, and monitoring the study as it fields. In this scenario, survey-completes count against the customer contract.

Self-serve (software) accounts are handled by the customer success team, which helps to support Marketplace users as they manage and field their own studies.

Marketplace APIs enable users to access the Marketplace from their own platform. An API integration is implemented by the customer’s or OnlineMoneyWorld’s development resources in coordination with OnlineMoneyWorld’s Marketplace integrations team. These integrations can also be customized.

Transparency is the foundation of the OnlineMoneyWorld Marketplace, which acts as a Demand Side Platform (DSP) for buyers and gives full control and transparency into sample suppliers.

The supplier blend can be determined on a survey-by-survey basis or at the account level. Sample blends are easily duplicated over time with blend templates that can be applied at both the survey level and account level – providing the same suppliers an identical or similar allocation of completes each time. OnlineMoneyWorld Supplier Quality Scores can help ensure consistent and replicable sampling.

Our Marketplace users fully control which suppliers are allowed to access the project via the Marketplace software as well as passthrough supplier identifiers so that the sample mix can be tracked within the survey platform. While in-field, suppliers can be added or removed according to project requirements with complete transparency.

The OnlineMoneyWorld Marketplace can be used for a range of research purposes. Sample procured through the Marketplace is suitable for general market research, product testing, recontact studies (also known as recruit/recall), academic research, brand lift studies, brand trackers, and more.

The Marketplace is best suited for shorter questionnaires, as we consider lower interview lengths to be a research best practice – particularly for online surveys. Our platform is suited for both mobile and desktop surveys.

OnlineMoneyWorld is not optimized for panel recruits, but is well-suited for community builds. Please note that the OnlineMoneyWorld Marketplace is used solely for market research. Under no circumstances do we use our system to advertise or market to survey respondents.

The OnlineMoneyWorld Marketplace offers complete customization of quota setup, as well as templated quota breakouts for frequently used census representations.

Additionally, our Marketplace Services team is well versed in determining the representative population of any census and customizing the survey setup to meet the project specifications.

Each supplier makes their own profiling decisions, which OnlineMoneyWorld does not have insight into. OnlineMoneyWorld stores profiling data for 90 days, after which the information must be resubmitted by either the supplier or respondent. OnlineMoneyWorld does not have insight into how often suppliers update profiling.

These data points can be supplied as appends, but only if the profiling is used to target on a given survey.

OnlineMoneyWorld collects profiling information directly, as well as from third-party suppliers. If profiling is needed to qualify respondents for a given survey, the information is either provided by the supplier, or OnlineMoneyWorld will collect it on our platform.

Reach, OnlineMoneyWorld’s feasibility and price estimation tool enables every OnlineMoneyWorld Marketplace user to understand the future success of their study. To receive a feasibility estimation, users must provide:

  • Country-language
  • Number survey-completes
  • Length of interview (LOI)
  • Days in field
  • Incidence rate (IR)
  • Cost per interview (CPI)
  • Audience type
  • Specific quotas (if applicable)
  • Qualifying device/traffic type
  • PII collection

It is important to note that estimates generated are not a guarantee of cost and feasibility. Other considerations may include:

  • Category requirements
  • Exclusions

If a project cannot be completed in-field with the initial project specifications, OnlineMoneyWorld’s team will provide guidance to help sample buyers adjust their quotas, CPI, and possibly explore other sample suppliers within the Marketplace.

If a new supplier is needed to complete a Managed Services or ProServe project, sample buyers are made aware of the change. Marketplace software users operate in a self-serve capacity and are able to select suppliers themselves.

The OnlineMoneyWorld Marketplace employs API-integrated sampling to allocate surveys to respondents rather than rely on a survey router. Since 2016, OnlineMoneyWorld provides an out-of-the-box integration that allows suppliers to leverage API technology without undergoing an involved development process.

OnlineMoneyWorld’s API-integrated sampling enables precision targeting of respondents with opportunities for which they qualify — simultaneously eliminating inefficiencies while enhancing the respondent experience. Additionally, OnlineMoneyWorld Marketplace suppliers can customize their integrations with the OnlineMoneyWorld Marketplace API to enable advanced targeting.

The OnlineMoneyWorld Marketplace employs API-integrated sampling to allocate surveys to respondents — and has nearly phased out its legacy router. As of January 2020, less than 25% of OnlineMoneyWorld Marketplace traffic uses routing technology.

This is determined on a case-by-case basis by suppliers. Each supplier may choose to provide potential respondents with different levels of project information prior to having them participate in a survey. The most common pieces of information provided to the participants by suppliers include LOI and the reward a participant receives for generating a complete.

Suppliers integrated with the OnlineMoneyWorld Marketplace are responsible for inviting their respondents/participants to surveys based on specific profiling qualifications. Prior to entering a survey, respondents are asked to complete screening questions to ensure that they are an appropriate match for the survey.

All incentives are handled by our supply partners. Each incentive program is unique. Incentives come in the form of:

  • Cash
  • Gift cards
  • Loyalty rewards
  • Charitable Donations

OnlineMoneyWorld recommends all Marketplace clients measure and manage the respondent experience, using metrics such as conversion rates, dropout rates, and quality of responses.

In addition, OnlineMoneyWorld provides suppliers with the information and tools to define and enhance their respondent satisfaction. OnlineMoneyWorld recommends that suppliers:

  • Limit time spent qualifying for surveys by appending profiling information to entry links
  • Determine optimal survey lengths for their respondents and send accordingly
  • Loyalty rewards
  • Develop a fair incentive structure given study specifications

One of the foundational beliefs of OnlineMoneyWorld is end-to-end transparency. Marketplace clients have complete, 24/7 access to all survey-or system-related data in real-time during the project process directly through our web-based client reporting tools.

Some metrics of interest include:

  • Conversion rate (the proportion of people who enter a survey and ultimately complete)
  • Mobile/tablet conversion
  • Incidence rate
  • Average LOI
  • Termination LOI

Sample buyers determine the frequency of an individual’s activity within a specified period. We deduplicate within a survey, survey group, or category by IP, participant ID, or cookies. These settings are easily accessed and adjusted through the Marketplace user interface.

All OnlineMoneyWorld Marketplace buyers have the ability to block respondents against associated surveys or industry categories to prevent respondents from repeating a tracker or survey topic category – for customized periods of time for each project. Sample sources compete with one another to optimize how they recruit, retain, and incentivize survey respondents within our platform, based on respondent’s efficiency and response quality.

Each supplier in the OnlineMoneyWorld Marketplace makes independent determinations as to the frequency of respondent activity.

One of OnlineMoneyWorld’s core differentiators is our depth of profiling. Over the past eight years, more than 450 million respondents have been profiled across 28 billion data points.

Using their API integrations, suppliers can continuously update respondent profiles according to responses in the OnlineMoneyWorld Marketplace. Additionally, to maximize the efficiency of our APIs, we receive real-time profile data from our supplier sources via the URL string and respondent validation data with our in-house Survey Protection features.

The OnlineMoneyWorld Marketplace stores all non-PII demographic, behavioral and category data points that are used to screen respondents. Profiling info is refreshed every 30 days.

Additionally, the Marketplace tracks individual-level data such as recent participation history, date of entry, and supplier source information. OnlineMoneyWorld can access this information at any time and provide the data to clients upon request.

The OnlineMoneyWorld Marketplace can confirm identity and deduplicate respondents based on any combination of the following:

  • Geo-IP address
  • Cookie Identifier
  • Device Identifiers
  • Panelist identification number (PID)
  • OnlineMoneyWorld respondent identification number
  • Custom data points sent by the supplier
  • Invalid traffic information
  • LinkedIn information (optional, B2B)

OnlineMoneyWorld attempts to prevent fraudulent behaviors by:

  • Comparing geo-IP with survey country
  • Validating encrypted variables upon exit and entry from the OnlineMoneyWorld Marketplace and the client survey
  • Preventing users below a buyer’s Relevant ID threshold from entering
  • Implementing Secure Client Callback, a server-to-server endpoint that connects survey platforms directly to the OnlineMoneyWorld Marketplace, preventing potential fraudulent activity from misrepresenting completes.
  • Hashing respondent redirects to prevent URL manipulation

The OnlineMoneyWorld Quality Program, an independent benchmarking study that measures and reports on supplier quality across the Marketplace, measures composition as one of its core metrics. Respondents’ behavioral attributes are used in a time-series comparison that measures a supplier’s source consistency. Additionally, the program measures platform-wide customer satisfaction with each supplier based on reconciliation rates.

These measures are indexed for each Marketplace supplier so buyers can make procurement and blending decisions accordingly. Buyers are encouraged to use the Quality Program scores, in addition to our feasibility tools to select the right sample suppliers for their needs.

Our technology is built to ensure our clients receive accurate and secure results. We have developed data algorithms and employ security checks to authorize respondent identities and behaviors. These checks help to eliminate poor quality respondents from taking surveys.

The OnlineMoneyWorld Marketplace can identify and terminate respondents that exhibit the following fraudulent behaviors:

  • Respondent’s IP is outside of the survey country
  • An allotted variance from the LOI (e.g. 30% allows completes up to 9 minutes faster/slower than a 30 minute LOI)
  • The respondent did not enter/return from the OnlineMoneyWorld Marketplace/client survey with the expected encryption variables
  • In addition, we work with our partners to examine reconciliations and identify respondents that don’t meet the quality standards of our clients.