The partnership has led to the creation of CoLab, which is a movement of agencies, brands and consumers to address respondent quality by making sure panel members are authentic before joining, rather than removing ‘bad actors’ to maintain data quality.

The approach borrows from the community panel model, where all respondents are recruited from genuine customer lists and panels are built with a respondent-first research design.

Verve and Basis said CoLab would at first focus on the UK before expanding to other markets.

Rune Mortensen, group chief executive at Basis, said: “We are incredibly excited to be part of this innovative partnership. It’s breaking new ground by unlocking the potential of highly engaged consumers, and in doing so, it allows us to integrate a wide range of methodologies and data, providing richer insights to our clients.”

Andrew Cooper, founder and chief executive officer at Verve, said: “We see CoLab as the start of a movement for sustainable research and high-quality data.

“It gives clients an answer to a very real problem for the industry – after all, without ongoing access to authentic and thoughtful respondents, there is no survey research industry.”