Research Methods

Toluna adds SmartSelect™ to QuickSurveys feature set

 Toluna QuickSurveys

Industry-leading respondent selection methodology bolsters Toluna’s on-demand survey platform.

LONDON, UK, 10th December 2013: Toluna today announced the coupling of SmartSelect™, its respondent selection methodology for promoting sample representativeness, with Toluna QuickSurveys, its on-demand survey platform. Toluna has also enhanced its QuickSurveys weighting algorithm, AskTheNation, to accommodate additional variables. Where necessary, it now weights figures for age, sex, race/ethnicity, education, region and household income at the push of a button to bring them into line with their actual proportions in the population. Initially, both features will be available only for surveys of adults who reside in the US.

SmartSelect relies on statistical matching rather than probability sampling to select survey respondents, an approach that the American Association for Public Opinion Research identified recently as “the most promising non-probability approach for surveys.” SmartSelect has also been recognised for its contribution to the advancement of market research, having been nominated for the 2013 Innovation in Research Methodology Award by the British Market Research Society.

“This is a perfect example of Toluna’s vision and ongoing commitment to infuse best-in-class technology, QuickSurveys, with state-of-the-art methodologies, SmartSelect,” stated George Terhanian, PhD, Toluna’s Group Chief Strategy & Products Officer. “Government, academic and corporate researchers often desire and even require a credible, scientifically-defensible alternative to probability sampling when commissioning or conducting survey research.  SmartSelect is designed with their precise needs in mind.”

John Bremer, Toluna’s Chief Research Officer, added: “We remain committed to working closely and even collaborating with academic researchers who are committed to further improving non-probability approaches, such as SmartSelect, for surveys.”

Phil Ahad, Vice President, Toluna QuickSurveys, concluded: “The QuickSurveys team constantly pushes the limits to not only meet but also to anticipate the needs of our diverse client base. With SmartSelect, QuickSurveys is now the only platform to offer it all: real-time survey research that is inexpensive and of premium quality.”

For more information on Toluna QuickSurveys, please visit or contact

About Toluna QuickSurveys

Toluna QuickSurveys takes the simplicity and cost-effectiveness of DIY survey-tools and adds speed and reliability by providing direct access to a global panel of 6+ million people available to respond to surveys.  No other survey tool in the market can match the speed, reliability and cost-effectiveness. Toluna QuickSurveys is a product of Toluna.


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