'CoLab' – a collaboration between like-minded leading brands, innovative agencies and thoughtful consumers.

'CoLab' – a collaboration between like-minded leading brands, innovative agencies and thoughtful consumers.

We, as an industry, are facing significant issues with respondent authenticity—ensuring that research participants are real people, engaged, and providing high-quality data. While online access panels have long been the dominant model for quantitative research, cracks in the system have become too large to ignore. If the industry is to move forward sustainably, we must rethink our approach to respondent recruitment and engagement.

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