The Research Industry at a Crossroads

The research industry is facing a crisis of authenticity. For decades, online access panels have provided a quick and cost-effective way to gather consumer data, but at what cost? Brands and agencies are increasingly questioning the validity of their insights. Are respondents real? Are they engaged? Are they providing thoughtful, accurate responses?

The traditional approach of filtering out fraudulent or inattentive respondents isn’t sustainable. If up to 40% of responses in a survey must be discarded, can we truly trust what’s left? The industry needs a radical shift.

Enter CoLab—a game-changing approach to insight. Managed by Verve, with Basis and DJS Research as founding and strategic partners respectively, CoLab isn’t just another research tool; it’s a commitment to high-quality, sustainable insight. By prioritising engagement, authenticity, and respect for respondents, CoLab ensures that brands get meaningful and reliable data—without compromising on quality.

What is CoLab?

CoLab is a next-generation movement that brings together leading brands, innovative, likeminded agencies, and thoughtful consumers to generate high-quality insights. Unlike traditional access panels that prioritise quantity over quality, CoLab ensures that every respondent is verified and engaged from the outset.

How CoLab works:

• 100% Authentic Participants – All CoLab members are recruited through verified sources, ensuring they are who they say they are.
• Respectful Research Design – Surveys are shorter, more conversational, and designed for engagement.
• Access CoLab members for qual and offline research or even recontact them for future research.

Inspired by the community panel model, CoLab provides a sustainable alternative to the traditional access panel approach—one that prioritises quality from the outset rather than filtering out poor-quality responses later.

Why CoLab is Different

The industry’s reliance on access panels has reached its breaking point. CoLab is a radical new model that tackles the problem at its source rather than applying temporary fixes.

Key Differentiators:

• Better Data Quality – Every participant is a real, engaged, and verified person, ensuring trustworthy insights.
• Mixed-Method Approach – CoLab supports both quantitative and qualitative research, from surveys to ethnographies.
• Continuous, Conversational Engagement – Instead of one-off, interrogative surveys, CoLab enables recontacts over time, allowing iterative, conversational insights that evolve with the member’s journey.
• Access to Hard-to-Reach Audiences – CoLab’s structure ensures access to diverse and sometimes elusive segments, like Gen Z, ensuring clients can tap into unique perspectives essential for key business decisions.

CoLab is not just a research tool—it’s a movement towards sustainable, high-quality insight.

The Benefits for Brands

Research leaders and insight professionals need solutions that deliver trustworthy, meaningful data. CoLab provides:

• Authentic, High-Quality Responses – Every participant is a verified real person, engaged in the process.
• Deeper, More Nuanced Insights – By blending quant and qual approaches, brands can uncover richer stories behind the numbers.
• Increased Efficiency – No more wasting time and money filtering out bad responses; CoLab delivers clean, actionable data from the start.
• Future-Proofed Research – CoLab protects the research industry from AI-generated survey fraud by ensuring sustainable respondent engagement.

What’s in it for CoLab Members?

At the heart of CoLab is a commitment to creating a better research participation experience. Unlike traditional panels that treat respondents as commodities, CoLab prioritises mutual value exchange.

Why People Love CoLab:

• Engaging and Relevant Research – Surveys are shorter, more conversational, and designed to be enjoyable.
• Meaningful Contributions – Participants see the impact of their insights and feel valued for their time.
• Fair and Transparent Rewards – A tiered incentive system offers research credits, charity donations, prize draws, and experiential rewards.
• Respect and Control – Members have the autonomy to choose what they participate in and how often.

This respondent-first design makes CoLab a sustainable and scalable solution for the future of research.

Join CoLab Today

CoLab isn’t just a research solution—it’s a movement towards better data, deeper insights, and a more sustainable future for the industry. Want to learn more? Let’s talk!

Interested in becoming a CoLab partner or learning more? Get in touch today to start your journey towards authentic, high-quality insights.