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Toluna QSphere: Data quality you can trust

Our team of experts is dedicated to ensuring the highest quality of data, so you can trust your insights and make decisions with confidence.

Quality insights at Toluna

Our comprehensive set of quality protocols, also known as Toluna QSphere, embodies our holistic approach to data quality. We combine state-of-the-art fraud detection, research best practices, and advanced technology to provide our clients with end-to-end trust in our data and processes. Make decisions with confidence knowing that our dedicated team of experts ensures the quality of your insights every step of the way.

The power of quality: cutting-edge technology, a proprietary panel, and deep research expertise

At Toluna, quality is at the heart of everything we do, because reliable insights start with trustworthy data. We take a proactive, multi-layered approach to ensure the integrity of your research at every stage.

Authentic, transparent respondents:

Our proprietary global panel provides unparalleled transparency into respondent authenticity. With continuous engagement, we maintain a highly responsive and engaged audience and ensure that you get real opinions from real people.

Expert-led, methodologically
sound research:

Our global research specialists don’t just support ad hoc projects; they power the methodological foundation of all our standardized solutions. We ensure that you receive rigorous, reliable results, whatever your research needs.

Built by researchers, for researchers:

From AI-powered fraud detection and automated quality checks to research-enriching features like QProbe and SmartCloud, we build technology with researchers in mind. Plus, our tools are continuously tested and improved, so you can trust the data behind your insights.

Measurable impact, proven results

Our commitment to quality speaks for itself: In recent months, we’ve increased pre-survey rejections for quality reasons by 40% (Q4 ‘23 vs Q4 ‘24). That means less time spent cleaning data and more time uncovering insights that drive action.

High-Quality Respondents
Unlocking authentic engagement and representation

We leverage real-time device, behavior, and identity checks to ensure our respondents are not only authentic but genuinely motivated beyond mere incentives. Low-scoring respondents are automatically flagged and restricted by our algorithms, ensuring the delivery of accurate, insightful, and representative data from engaged respondents.

Learn more about our proprietary panel and partner network.

Research Best Practices
Pursuing excellence in every aspect of research

At Toluna, we’re relentless in our pursuit of research excellence. Our participation in industry-leading work groups continuously challenges and enhances our methodologies in research design, processes, and analysis. Continuous learning from aggregated internal data refines our best practice standards.

Intuitive Tools
Empowering your journey with user-friendly resources

Our cutting-edge AI solutions and algorithms are regularly quality checked. Our user-friendly tools include helpful nudges and flags, providing best-practice recommendations to ensure your project’s success. For those less familiar with research, we offer knowledge-sharing resources like cheat sheets, masterclasses, and tailored training.

Data quality, the Toluna way.

At Toluna, we believe in bringing a forward-thinking mindset to all that we do, and data quality is no exception. We collaborate with companies inside and outside the research industry to learn new perspectives, challenge our way of thinking, and tackle data quality challenges, all to ultimately bring you the best data. Examples include:

  • We leverage technology used by world leaders in finance, tech, and entertainment to detect fraudulent IP activity and stop it in its tracks.
  • We regularly contribute to initiatives with industry bodies such as ESOMAR, the MRS, and the Insights Association to drive best practices in research.

Our latest quality blogposts

AI and Data Quality: Navigating Risks and Embracing Opportunities in Market Research

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New Voices on AI: Part 2 of Our AI Q&A

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3 Books Every Researcher Should Read in 2025

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Don’t just take it from us – hear what clients think:

“Toluna is a valued partner and we especially appreciate their collaboration in ensuring market leading data quality. Their client servicing is excellent; they are responsive, professional and reliable, making them our preferred global partner”

(System1, MR client, January 2025)

Thought leadership & resources on data quality

eBook
Quality eBook

A more detailed look at QSphere, our comprehensive quality ecosystem

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eBook
ESOMAR 37

Our answers to ESOMAR’s 37 questions for research buyers

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eBook
ESOMAR 20

20 questions to help buyers of AI-based services for market research and insights

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ISO20252
Statement of Applicability

Explore our Statement of Applicability for ISO 20252 to understand how we meet industry standards and ensure quality in every project.

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ISO27001
ISO27001

We are pleased that Toluna Start is ISO27001 certified, ensuring the highest level of data security for our platform

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