Policies

Research standards.

How we recruit respondents, check their answers and report what they said.

Respondents

Respondents are adults who register with one phone number and give their district, age band and gender. Taking part is voluntary, and each completed study is rewarded with airtime.

Consent and privacy

Respondents take part by consent and can stop at any time. Clients see aggregated findings, never names or phone numbers.

Quality checks

Every answer is checked for impossible completion speed, missing answers, identical answers throughout, repeated photographs and location outside the target area. Failed answers are excluded from all findings.

Trust scores

Each respondent carries a trust score built from the quality of past answers. Studies can require a minimum score.

Reporting

Every figure states how many verified answers it rests on and its margin of error at 95% confidence. A difference between areas is reported as significant only when a statistical test supports it and each area has at least 30 answers.

Retail audits

Field researchers record what they observe in the shop, the product on the shelf and the price displayed, with a photograph where the study asks for one.