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OTX Launches OTXCortex(sm), a 3rd Generation, Multi-Sourced, Live Sampling Engine to Deliver Higher Quality Data.

Posted on: Monday, 8 December 2008, 09:42 CST

LOS ANGELES, Dec. 8 /PRNewswire/ -- OTX, the global consumer research and consulting firm that pioneered the use of blended and de-duped sample from multiple online sources six years ago, today announced the introduction of OTXCortex(sm), a 3rd generation live sampling engine that delivers the highest quality data, implements new levels of security, and provides consumers with an improved survey-taking experience.

OTXCortex(sm) was developed over a 12 month period to enhance and add new features to OTX's industry-leading sampling technology. The online survey industry, with more than one billion surveys completed in 2007 and worldwide investment in market research likely to surpass $4 billion in 2008, identified respondent quality as a key issue needing attention. The introduction of the OTXCortex(sm) live sampling engine focuses squarely on this issue and provides better targeting of hard-to-reach consumers ensuring their appropriateness for each survey, performs more efficiently, and results in improved data quality and a better user experience.

OTXCortex's(sm) live sampling engine intelligently balances sample sources across many demographic and attitudinal data points resulting in better targeting of consumers and faster delivery of the most complex client quotas. It conducts real time 'live' analysis of incoming consumers and employs proprietary technology to quickly screen consumers for each survey.

To improve security, OTXCortex's(sm) newly developed digital fingerprinting technology becomes yet another significant marker for live user identification, and integrates into OTX's flagship de-duplication technology. It allows OTX to track undesirable consumers in a central database over time and restrict poor quality consumers from taking OTX surveys.

To improve user experience, OTX has enabled OTXCortex(sm) to use metadata passed from selected sample partners. This new technology stores and recalls user profile data from previous sessions and allows consumers a much shorter pre-qualification process for surveys.

"The quality of the insights we promise clients depends on getting better data from the most qualified sources," said David Shanker, Chief Operating Officer, OTX. "Clients said they were concerned about the quality of the survey-takers, and those same survey-takers said they were frustrated with the survey experience. So we listened to both and built Cortex."

OTX is known for its culture of innovation in creating technologically enabled research environments that integrate seamlessly into the digital lifestyles of today's consumers. OTXCortex(sm) represents the company's dual focus on user experience and sound research standards and methodologies to get more reliable, accurate and honest data.

The OTXCortex(sm) live sampling technology will be applied to all of OTX's 60+ global sample partners and sources, the largest multi-sourced sample in the world. Survey-takers will also be given the opportunity to rate their survey experience allowing ongoing refinement of both the surveys fielded and real time user experience feedback. OTX clients will receive these user ratings in order to help them develop better surveys.

Olivier de Gaudemar, Senior Vice President, Online Community at OTX, who headed up the development of OTXCortex(sm) said: "Sample quality has correctly focused on eliminating undesirable respondents across all sources of sample, and we've accomplished that. But equally important to us was to improve the user experience to attract fresh respondents into our surveys."

About OTX:

OTX (http://www.otxresearch.com) is a global consumer research and consulting firm specializing in innovative, cutting edge research products and analysis for the marketing, entertainment and advertising communities. OTX's range of approaches, products and services leverage technological expertise with extensive traditional marketing and advertising research experience to uncover deeper and more profound consumer insights. This unique suite of state-of-the-art products and services reach and engage today's digitally-driven global consumer more effectively, and yield more relevant and honest data. In just eight years OTX has become the 20th largest research agency in the U.S. (24th largest globally) with offices in London, Los Angeles, New York, Cincinnati, Miami, and Chicago with strategic partners in Japan, Australia, and Mexico.

SOURCE OTX

Source: PR Newswire

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