When conducting market research among homeowners, online sampling panels often suffice. However, when studying trade pros, dealers, distributors and other channel audiences, standard online approaches are not always adequate-this is when utilizing a mixed mode methodology can help reduce significant data‑quality risks. There are unique challenges and with those challenges there are best practices that we at The Farnsworth Group have developed for maintaining data integrity when researching these hard‑to‑reach segments.
The Challenge: Why Pros & Dealers in Particular Can be Hard to Reach
Increasingly over the years, we have found that standard consumer‑oriented online panels are lacking in their inclusion large amounts of quality tradesmen, specialty dealers, or distribution‑channel professionals.Eight to ten years ago, it was more possible to find some of these pros online, but more and more these pros, especially those who are decision makers for their business, are not online in significant quantities. While it is possible to hear from an online panel vendor that they have 800 plumbers on their panel, with the introduction of AI, bots, and increasing click farm usage, the likelihood that these pros are real people is ever decreasing.
This is not to say we don’t utilize online panels to target pros, we do, but have increasingly adjusted our process to be a mixed mode methodology to target higher quantities of quality pros. Our mixed mode approach is particularly impactful with either targeting pros of a smaller universe size, or pros who are utilizing lower incidence products.
With pros, dealers, and distributors often falling outside of everyday survey panels, and the increasing need to target pros for lower incidence product use, there is often a mismatch created between the population of interest for a research study and the available sampling. As a result, relying exclusively on online panels can produce large amounts of fraudulent data.
Common Data‑Quality Issues
Research among pros, dealers, and specialty-channel audiences is vulnerable to a distinct set of data-quality issues that can significantly distort results if left unaddressed. One of the most common challenges is coverage error, which occurs when the available sample does not accurately represent the intended population. This is often compounded by low response rates from true professionals, as many qualified decision-makers are not active participants in online panels. At the same time, fraudulent or bot-driven respondents-enabled by AI-generated content and organized click farms-have become increasingly difficult to detect. Even when respondents appear legitimate, behaviors such as speeding through surveys, straight-lining responses, providing illogical or inconsistent answers, or submitting overly polished, AI-generated open-ended responses can further undermine data integrity. Collectively, these issues can materially distort insights and lead to flawed product, channel, and marketing decisions.
Mitigation Strategies
Mitigating these risks requires a deliberate, multi-layered approach to research design and execution. For pro and dealer audiences, phone-based or mixed-mode methodologies are often essential to reaching real, qualified respondents, in larger numbers who fall outside traditional online panels. Rigorous respondent screening-such as verification using SIC or NAICS codes-helps ensure alignment between the sample and the target population.During fielding, automated quality checks can flag duplicate respondents, speeders, and straight-liners, but these tools must be complemented by manual, expert review of open-ended responses. Logic and consistency checks further validate respondent credibility, while qualitative methods such as in-depth interviews or self-capture validation are especially valuable when populations are small, specialized, or associated with low-incidence product usage
Importance of Sample Quality Over Quantity
When researching professional audiences, sample quality must take precedence. A well‑vetted respondent pool yields more reliable insights than sample containing fraudulent or unqualified participants. Poor data can lead to misallocated marketing budgets, flawed go‑to‑market strategies, and incorrect assumptions about channel behavior.
Research involving pros, dealers, and specialty‑channel participants demands more than standard online sampling. High‑integrity insights require targeted phone sampling, strong screening protocols, thorough data cleansing, and - when needed - qualitative methods. Organizations that prioritize these practices avoid misleading insights and strengthen their strategic decisions.
Frequently Asked Questions
What is respondent data quality?
Respondent data quality refers to the accuracy, legitimacy, and reliability of individuals participating in a research study.
Why is respondent data quality especially important in contractor research?
Because contractors and trades professionals are harder to reach and more vulnerable to fraudulent sampling, poor data quality can significantly distort insights.
Why don’t online panels work well for professional audiences?
Many true decision-makers are not active panel participants, increasing the risk of coverage gaps and fraudulent responses.
What is mixed-mode research?
Mixed-mode research combines online, phone-based, and qualitative approaches to improve reach and data integrity among hard-to-reach audiences.
How can companies reduce fraudulent survey responses?
Through rigorous screening, validation techniques, automated quality checks, and expert review of respondent behavior and responses.
Who benefits most from high-quality pro research?
Manufacturers, distributors, and brands operating in the home improvement and building materials space benefit most from reliable, high-integrity professional research.
Written by Taylor Pence
Taylor has been serving clients and managing quantitative market research studies with The Farnsworth Group since 2015. Taylor also supports internal team development and training efforts to ensure the research team at The Farnsworth Group is current on best practices and equipped to deliver on high standards.
Taylor’s interest in the home improvement space began when he was about 10 years old upon discovery of ‘This Old House’ and Norm Abram’s ‘ New Yankey Workshop.’ Fast-forward a couple of decades and he still enjoys these sources of inspiration while tackling the perils of DIY in his own workshop. Taylor is proud husband to Lauren, and father to three awesome kids. Whenever possible, Taylor shares his hobbies with his kids, including playing music, tennis, golf, going fishing or putting his hands to a new project in the shop.