3. 3PEANUTLABSPANELBOOK
PEANUT LABS
INTRODUCTION
At Peanut Labs, we take great pride in being an innovator in the market research
industry. Our unique methodology and strategic relationships with over 400
website publishers, social media communities and global partners, bridges the
gap between online consumers who want to share their opinions and market
researchers who want to hear their opinions.
Our platform gives researchers on-demand access to millions of opted-in,
profiled and ready-to-survey respondents from 28 different countries. Peanut
Labs offers robust profiling and allows you to target consumers based on over
20 demographic, geographic and psychographic criteria*, as well as employing
strict quality control measures to ensure the highest levels of data integrity. Using
our extensive online reach and our proprietary tools, we have assisted thousands
of brands, agencies and organizations to obtain the research data they require to
generate consumer insights. Our clients come from a variety of industries including
retail, electronics, finance, hospitality, and many more.
28 COUNTRIES SUPPORTED
* Please note: More country-specific parameters are available for targeting. Please contact us to learn more.
5. 5PEANUTLABSPANELBOOK
A social media user visits their favourite
online community or application. The
application promotes Peanut Labs’ surveys
as a fun way to earn virtual currency in
exchange for their time and opinions.
Respondents complete a profile
questionnaire, and are screened
via digital fingerprinting, prior to
survey participation eligibility.
Participants from online communities meeting
the required criteria receive highly targeted
survey invitations in real-time.
Upon completing the survey
respondents are rewarded for
their time with virtual currency and the
research firm receives real-time response
data, often within minutes of a survey
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METHODOLOGY
THEPEANUTLABS
METHODOLOGY
THEPEANUTLABS
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2
3
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6. plus&minus6
QUALITY
Survey data quality rests on many
different factors. It includes finding
panelists who plan to do a good
job, eliminating panelists who are
no longer doing a good job, and
ensuring that surveys are well-
written and engaging.
At Peanut Labs, we take numerous
steps to ensure we provide the
best survey data quality possible.
This includes processes that take
place before a person is accepted
into our panel, before a panelist is
offered a survey, and after the
panelist has completed the survey.
7. 7PEANUTLABSPANELBOOK
BEFORE BEINGADMITTEDTOTHE PANEL
SUSPICIOUS ISPs
We actively monitor and block people who are coming from suspicious internet
service providers (ISPs) and hosting companies.
PROXYTRAFFIC
We actively monitor and block all proxy-sourced traffic
(i.e., traffic that seems to be coming from users attempting to mask
their origin). This also helps us prevent server farms in or outside the
US from accessing our surveys.
BLACKLISTED SOURCES
Recruitment websites are rigorously screened and graded
according to the quality of people they attract. Websites that
have sent high rates of people with poor quality data are
removed from our program.
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PROFILE DATAQUALITY
We run algorithms on respondent profiling data to identify people who
perform an unusual number of inattentive behaviors (e.g., mutually exclusive
responses, straightlining, not following instructions).
BEFORE BEINGALLOWEDTO COMPLETEASURVEY
PRE-SCREENERTRAPS
Every survey begins with a pre-screener. If not provided
by the client, we provide our own randomly generated
pre-screener that panelists must correctly answer prior to
admission into a survey. These randomized prescreeners
identify behaviors such as overstating, understating,
speeding and satisficing.
PEANUTLABSPANELBOOK
9. 9PEANUTLABSPANELBOOK
AFTER COMPLETINGASURVEY
BEHAVIORAL MONITORING
Proprietary algorithms monitor individual user behaviors for abnormal completion speeds, click activity,
and inconsistent responses. Panelists are flagged for further data quality tests if they:
Are consistently among the
5% of fastest responders
5%
Complete surveys in under
90 seconds
90SECONDS
Repeatedly fail the data
quality pre-screeners
MOUSE MOVEMENTS
All clicking activity on our panelist site is monitored for
abnormalities. Users with an unusual number of clicks,
whether too few or too many, are flagged.
10. USER SCORING
Every panelist is continually and iteratively graded according to the actions they take on our website,
whether it be speeding, clicking or something else. Users who do not meet our stringent quality standards
at any point in their lifecycle – not just at the beginning – are automatically removed from the active panel.
FailPass
PROFILE CONSISTENCY
We actively re-screen respondents on their demographics to identify those providing inconsistent
information.
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75
50
25
User Response
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11. GEOIP
We deploy state-of-the-art GeoIP technology to ensure that users are from the
country and city they report to us. For example, users who are identified as
coming from outside of the US cannot participate in a US survey.
DIGITAL FINGERPRINTING
Fingerprint cookies are embedded on all respondent
devices. Where the same machine is seen attempting to respond
to the same survey more than once, the machine is blocked for
that survey. Machines with unusual numbers of infractions are
blacklisted and permanently removed from our panel.
PEANUTLABSPANELBOOK 11
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DEMOGRAPHICS
Our panel includes millions of
people that are recruited to
specifically meet the targeting
needs of our clients.
Our quota sampling system allows
you to create the exact sample you
need whether it’s a USA census
rep sample or an 18 to 34 male
Hispanic sample!
14. PEANUTLABSPANELBOOK
PROFILING
PARAMETERS
Male
Female
GENDER
Caucasian / White
African-American / Black
Asian / Asian American
Pacific Islander / Native American
Hispanic
Mixed Race
Other
Prefer not to answer
ETHNICITY
Month
Day
Year
BIRTHDAY
Zip code
2-Digit State Code
GEO-TARGETING/REGION
Less than $24,999
$25,000 – $49,999
$50,000 – $74,999
$75,000 – $99,999
$100,000 – $124,999
$125,000 – $149,999
$150,000 – $249,999
$250,000 or greater
Prefer not to answer
Social Grade
INCOMELEVEL
United States
Australia
Brazil
Canada
France
Germany
Mexico
United Kingdom
Netherlands
Italy
Spain
COUNTRYOFRESIDENCE
DEMOGRAPHICSDEMOGRAPHICS
Own primary residence
Rent primary residence
Live with family member(s) in their residence
Live in student / University housing
Other
HOMEOWNERSHIP
14
15. High School
Some College / University
Undergraduate Degree
Graduate Degree
Junior High or Middle School
Some High School
Prefer not to answer
EDUCATIONLEVEL
Yes – They live with me
Yes – They do not live with me
No – I do not have children
CHILDRENINHOUSEHOLD
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Single, never married
Engaged
Married
Living with Partner / Common Law
Separated
Divorced
Widowed
Civil Union / Non-traditional Partnership
Prefer not to answer
MARITALSTATUS
Full-time
Part-time
Contract, Freelance or Temporary Employee
Self-employed
Semi-retired
Retired
Homemaker (at home full-time without children)
Stay-at-Home Parent (care for child / children full-time at home)
Full-time Student
Part-time Student (working more than 30 hours per week)
Part-time Student (working less than 30 hours per week)
Unemployed
None of the above
Prefer not to answer
EMPLOYMENTSTATUS
Allergies
Arthritis
Ashthma
Cancer
Cardiac issues
Crohn's
Depression
Diabetes (type 1 or type 2)
Eczema
Erectile dysfunction
High blood pressure
High cholesterol
Migraine
Obesity
Respiratory issues
Other
MEDICALCONDITIONS
DEMOGRAPHICS
Chinese
English
Spanish
Other
PRIMARYLANGUAGEATHOME
18. PROFILING
PARAMETERS LIFESTYLE
All of it
Most of it
Some of it
Only a small part of it
AMOUNTOFGROCERYSHOPPING
DONEPERSONALLY
LIFESTYLE
Bird
Cat
Dog
Fish
Reptiles / Amphibians
Insects / Arachnids
Small Animals (Hamsters, Gerbils, Mice, etc.)
Horse
Livestock (Goats, Pigs, Cattle, etc.)
None of the above
PETSOWNED
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Yes
No
AUTOMOBILEOWNERSHIP
2015
2014
2013
2012
2011
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
2000
1999 or Older
AUTOMOBILEYEAR
Hybrid Car
Hybrid SUV
Hybrid Truck
Electric Car
Crossover / Compact SUV
Midsize SUV
Fullsize SUV
Luxury SUV
Compact Sedan
Midsize Sedan
Fullsize Sedan
Luxury Sedan
Compact Pickup Truck
Midsize Pickup Truck
Fullsize Pickup Truck
Heavy-Duty Pickup Truck
Minivan / Van
Wagon
Hatchback
Coupe
Convertible
Sports Car
Other
Does not apply to me
AUTOMOBILETYPE
22. LIFESTYLE
Phone – Mobile (Not Smartphone)
Phone – Smartphone
None of the above
CELLPHONETYPE
Alltel
AT&T
Boost Mobile
Cellular One
Cricket
Go Phone (by AT&T)
Jump Mobile
Leap
MetroPCS
Net10
Sprint / Nextel
StraightTalk
T-Mobile
Tracfone
U.S. Cellular
Verizon
Virgin Mobile
Other
CELLSERVICEPROVIDER
PROFILING
PARAMETERS ELECTRONICS
Microsoft Xbox 360
Microsoft Xbox One
Nintendo DS / DS Lite / DSi / DSi XL
Nintendo Wii
Sony PlayStation 2
Sony PlayStation 3
Sony PlayStation 4
Sony PSP / PSP-3000 / PSP Go
Other
None of the above
VIDEOGAMECONSOLES
Computer – Desktop (Mac OS)
Computer – Desktop (Windows OS)
Computer – Netbook
Computer – Notebook (Mac OS)
Computer – Notebook (Windows OS)
Computer – Tablet (e.g., Apple iPad)
Home Network (Wired)
Home Network (Wireless)
Printer – Inkjet
Printer – Laser
Printer – Photo
Printer – Inkjet Multi-function
Printer – Laser Multi-function
Scanner
None of the above
COMPUTER/PERIPHERALSOWNED
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ELECTRONICS
23. B2B
Not only can you access research
participants based on their
personal profile, you can also
collect insights from people based
on their business profile.
Whether you need to hear from
junior or senior employees at large
or small companies, panelists are
readily available to meet those
needs. And, you can even access
people based on their occupation
or department should that be
relevant to your research needs.
24. PEANUTLABSPANELBOOK
PROFILING
PARAMETERS
1-2 times
3-5 times
6-9 times
10 or more times
None
BUSINESSTRAVEL(WITHIN
LAST12MONTHS)
1-49
50-249
250-499
500-999
1,000-1,999
2,000-4,999
5,000-9,999
10,000-49,999
50000+
BUSINESSEMPLOYEESIZE
Board Director
C-Level Executive
Company Owner / Founder
Junior Manager / Supervisor / Team Leader
Middle Manager / Department Manager
Non-managerial employee
Partner
Senior Manager
None of the above
OCCUPATIONTITLE
DEMOGRAPHICSB2B
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Accounting / Finance
Administration / Management
Administrative / Clerical
Communications / PR
Compliance / Risk Management
Creative / Media
Customer Service
Design / Engineering
Developer / Programmer
Facilities / Maintenance
Human Resources
Information Technology (IT)
Legal
Logistics / Planning
Market Research
Marketing / Advertising
Operations / Production
Purchasing / Procurement
Quality Assurance / Quality Control
Research & Development
Sales / Business Development
Security
Training & Education
Warehousing / Shipping / Transportation
None of the above
Not Applicable
OCCUPATIONDEPARTMENT
25. 25PEANUTLABSPANELBOOK
B2B
Agriculture / Forestry / Fisheries
Appliances or Home Furnishings
Architecture / Building / Construction
Automotive or related industries
Computer Software / Hardware, Programming, Application Development
Drugs or Pharmaceuticals
E-commerce or Internet Commerce
Education
Electronics, Semiconductors, or Instrumentation
Financial Services, Banking, Insurance
Foods, Beverages, Packaged Goods, FMCG
Governmental Agency
Healthcare, Medical Services, Hospital, Medical Laboratory
Hotel, Hospitality, Tourism
Industrial Machinery, Equipment, or Products
Legal Services
Marketing, Advertising
Medical equipment or medical devices
Office Equipment or Business Machines
Real Estate
Restaurants and Food Service
Retailing, Wholesaler, Distributor
Services
Systems and Networks
Telecommunications
Transportation
Web Development, Hosting, or Internet Service Provider
Other
OCCUPATIONINDUSTRY
26. GET IN
TOUCH &
FEEL FREETO CONTACT US
180 Montgomery Street
Suite 1700
San Francisco, CA 94104 Phone: (415) 659-8266
Email: info@peanutlabs.com
Web: www.peanutlabs.com
SAN FRANCISCO
