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.

The Growing Challenge of Respondent Authenticity

For years, online access panels have been favoured for their speed and affordability. However, this convenience has come at a cost:

• Fake or Inauthentic Respondents: The rise of bot-driven responses and fraudulent participants has eroded buyer confidence in data quality.

• Survey Fatigue and Low Engagement: Long, uninspiring surveys lead to disengaged respondents who rush through questions or drop out entirely.

• Poor Research Design: Overly complex, time-consuming surveys disrespect participants’ time and contribute to unreliable data.

• Data Cleaning as a Band-Aid Solution: Reports have shown that up to 40% of responses are filtered out due to bad data, but this is merely damage control rather than addressing the root of the problem.

The reality is that poor respondent quality leads to flawed insights, which in turn, affects business decisions and potentially has large financial implications. It’s no longer enough to patch up the problem after the fact; the industry needs a fundamental shift in how respondents are sourced and engaged.

Rethinking the Model: A Sustainable Approach to Authentic Data

Traditional access panels are built on a transactional model: respondents are incentivised through small rewards, leading to a marketplace driven by volume rather than quality. This approach is unsustainable. Instead, a more considered and respectful engagement model is needed—one that fosters genuine interaction between brands and consumers.

Enter CoLab, a game-changing response to the industry’s respondent quality crisis. Rather than relying on anonymous, often unverifiable panel members, CoLab prioritises real people, recruited through brand-owned CRM lists and other verified sources. This ensures that every respondent is an authentic, engaged participant who genuinely cares about the topics they are contributing to.

How CoLab Redefines Research Engagement

CoLab borrows from the community panel model to create a trusted ecosystem of thoughtful consumers, leading brands, and innovative agencies. Here’s how it works:

1. Authentic Respondents Only: Every participant in CoLab is sourced from a verified list, meaning researchers can be confident they are talking to real people.

2. More Engaging Research Design: Shorter, conversational, and more interactive surveys show respect for respondents' time and intelligence.

3. A ‘Safe Space’ for Research: Unlike traditional panels, which are open marketplaces, CoLab operates as a closed invite only environment.  

4. Mixed-Method Research: CoLab enables both quantitative and qualitative research, from quick polls to in-depth ethnographic studies.

5. Ongoing Engagement: By maintaining an active and engaged community, CoLab allows for longitudinal studies and iterative learning journeys that evolve over time.

The Future of Research Starts Here

The shift towards more sustainable research isn’t just an industry necessity—it’s a competitive advantage. Brands and agencies that prioritise high-quality, authentic data will make better decisions and achieve deeper consumer understanding.

CoLab isn’t just a research panel; it’s a movement for better data, better engagement, and better research experiences. By ensuring that every respondent is real, engaged, and valued, CoLab is setting a new standard for what insight should look like in the future.

The industry is at a turning point. It’s time to move beyond outdated access panel models and embrace a future where authentic respondents drive meaningful insights. With CoLab, that future starts now.