On Device Manifesto: Respect your respondents

Our measurement manifesto

Back in 2001, our CEO wrote a dissertation with the snappy title of  “What advertising research methods are used to create the best results for Internet advertising and will this have an effect on the way they are bought?”

The dissertation wasn’t great, but the conclusion became the problem he wanted to solve when he started On Device. The problem:

To evaluate brand campaigns you need a way to reliably measure and compare advertising's impact on consumer attitudes, whatever the media channel.

To maximise advertising effectiveness, you need accurate Brand Lift measurement. This is harder than it sounds. Here we've broken down our approach into seven essential principles. We call it our Measurement Manifesto and we hope it provides food for thought.

Alistair Hill
Co-Founder and CEO
 

Respect your respondents

Not enough thought is given to who is answering your brand lift surveys. The hard work you put into measurement can be instantly eroded during the market research stage. When you combine the high risk of poor-quality survey answers with a constantly changing signal and consent environment, the need for a trusted first-party panel becomes obvious.

With our consumer app, Curious Cat, we’ve worked hard to build mutual trust with our panel. We deliver a fun, rewarding experience and in return consumers opt-in to a range of measurement technologies. We’ve also implemented photo ID verification and sophisticated anti-fraud measures to protect the community. A trusted first-party panel is a crucial element of effective brand measurement, enabling accurate exposure attribution and ensuring quality research data.