The tool operates across multiple systems to improve the accuracy of data in millions of profiles of the company’s research participants. 

It works by modelling pairwise relationships between objects in a set, which it uses to identify what data is missing from an individual’s profile that is relevant to research studies looking for participants. This means participants do not need to complete long profiling questionnaires because it asks for specific information only when the data is incomplete or has expired.

Kalyan Raman, chief technology officer at Dynata, said the patented technology offers “the best possible data to support critical research”. He added: “At the same time, it streamlines the research experience for individuals, providing a more engaged sample. And by asking for only specific and targeted updates, it discourages fraud.”