Return Path Renames Research DivisionReturn Path has changed the name of its Market Research Solutions division, Survey Direct, to Authentic Response. The company said yesterday that the new name better reflects its commitment to validating panelists before letting them participate in online surveys.
Fraudulent and duplicate panelists directly affect the quality of online data, said Jeff Mates, general manager of Authentic Response. The division uses its patented technology, Authentic Recruitment, double opt-in permission standards and Authentic Validation to ensure that panelists are legitimate and provide high-quality responses.
Return Path, New York, is an e-mail delivery firm.