SOURCE: Peanut Labs

July 17, 2008 07:59 ET

Five New Clients Deploy Peanut Labs' Optimus Digital Fingerprinting Technology

Prominent Market Research Firms Lead Trend of Deploying Data Quality Technology to Fight Suspect Online Survey Responses

SAN FRANCISCO, CA--(Marketwire - July 17, 2008) -

News Facts

  • Peanut Labs today announced that five market research firms, including Decipher, ReRez and Sample Czar, have deployed Peanut Labs' Optimus technology to combat fraudulent online responses.
  • Since unveiling Optimus this spring, Peanut Labs has drawn significant attention to how technology can effectively improve online data quality, culminating with the announcement of five new Optimus clients.
  • Presently, 15 of the Honomichl top 50 market research firms are evaluating Optimus for deployment, which bodes well for the overall market adoption of data quality technologies like Optimus.

Situational Analysis

  • Advertisers and marketers rely on quality market research data to make critical multi-million dollar marketing and product development business decisions. With online panels offering a cheaper alternative to traditional panels, they have become the primary panel source for market research professionals. As this alternative has increased in adoption, the number of market research "spammers" or bad respondents has also increased.
  • According to a 2007 study by Burke, 14 percent of responses across 17 leading online panels were unusable or bad.
  • Until Optimus, market researchers have not had any technological help in controlling these fraudulent activities affecting data quality, making it increasingly difficult for researchers to obtain the highest quality audience insights they seek. Manual methods of cleaning data are highly time and labor-intensive.

Peanut Labs Quote

"Bad respondents and fraudulent survey takers continue to corrupt online data quality, costing marketers millions in wasted research dollars each year. With the deployment of Optimus, these firms stand out in their commitment to data quality, and we have been pleased to be able to assist them in achieving these goals."

- Ali Moiz, Chief Operating Officer of Peanut Labs

Market Research Firm Quote

"We are committed to using every technology at our disposal to provide our clients with the highest quality online sample. We see technologies such as Optimus going a long way in our mission to always deliver the cleanest, most reliable sample."

- Kristin Luck, President, Decipher, Inc.

About Peanut Labs

Peanut Labs is changing the status quo of market research with the company's newest product, Optimus™, a patent-pending technology filter used to vastly improve the quality of online sample data. Peanut Labs' Sample3.0 product uniquely links researchers to online sample via social networks and online communities worldwide including MySpace, Facebook, and Google OpenSocial. More information about Peanut Labs can be found at

Contact Information

  • Media contact:
    Dan Gould
    SHIFT Communications
    (415) 591-8428
    Email Contact