Answers to the ESOMAR questions

Company profile

Syno has been working with online panels since the company started its operations in 2016. We use our own developed panel management platform, SynoPanel, to host our own and client panels globally. We administrate panels in more than 40 countries. On top of surveying respondents via panels we also manage projects that collect responses from external panels and regularly conduct panel studies. Our focus is on data collection and not related to direct marketing.

We have responsible staff devoted to the development of sampling systems, executing the fieldwork process, and delivering services to the clients. It includes various steps of sampling process such as targeting, sample structure, quotas, weighting, data quality check and reporting.

We offer a variety of market research services and software, from survey scripting tools to cookie tracking. Our data science team offers various data analysis methods and custom dashboards. Also, we provide an internal data lake service that includes data from all our products that clients can enrich with their own data and perform in-depth analysis.

Sample sources and Recruitment

Syno and panel owners using SynoPanel use the following recruiting channels:

  • media publisher network ads
  • social media ads
  • search engine network ads
  • brand communities
  • F2F recruiting
  • CATI recruiting
  • affiliate traffic
  • email database with contact permissions

We have our own panels in 38 countries. Also, we use the services of other carefully selected vendors depending on country, project, required sample size, and other criteria.

As mentioned in question 4, we use a mix of different recruitment channels, mostly depending on country and age.

Respondents are opted in to Panels via a double opt-in procedure. Also, we have the possibility to use both SMS and e-mail in the verification process. The panels are managed in accordance with the ISO guidelines, and users can be re-contacted. Moreover, we are planning to implement ISO 20252 by the end of 2024.

We manage ExtraPanel and Surveyo24. Respondents receive invitations via e-mail or see a list of surveys on their account.

We deliver sample via managed service and self-serve.

If external sample vendors are required, we inform the client about what panels will be used and use panels from companies that share our ethics and comply with ESOMAR/ICC code.

When creating a target group, a user can select if a survey is suitable only for desktop or mobile devices. It is possible to reinvite respondents to a survey who participated in a previous survey. In the case of recruitment or similar types of surveys, invites can be sent out only to those panels that accept the collection of respondents' personal data.

Sampling And Project Management

Each panel uses a tailored invitation template. Besides invitation text, it usually contains survey length, incentive, survey, opt-out, and unsubscribe links. Panelists receive invitations by email or can access the available survey list in their panelist portal. We use screening and quotas based on profile or survey questions, and we have default nationally representative options based on gender, age groups, and regions built into the project management system.

Basic demographic questions are asked during registration, lists of questions vary by country and panel. Country, age, gender, and postal code questions are mandatory to answer. Panelists get a full profiler questionnaire when they log in to their accounts, for some panels an external profiling survey is sent after registration with incentive for completion. Panelists are constantly reminded to update profiling data. We can supply these data points to a data set with survey responses.

The more information we get, the more accurate estimation we can provide. Examples of information that helps with providing accurate feasibility and costing are:

  • total sample size
  • country
  • target group demographic (age, gender, regions) and non-demographic definitions and quotas
  • estimated survey length
  • estimated survey incidence rate
  • time in field
  • re-participation rates
  • other parameters that can affect feasibility

We aim to be transparent with our clients, informing them about issues with fieldwork if there are any, and offering possible solutions to meet project goals. We use panels from companies that share our ethics and comply with ESOMAR/ICC code.

We employ a survey router. If a respondent comes to a closed target group, they get a proposal to go to another survey according to the target group profiling, or to their Panel page to check if there are any invitations to other surveys.

A participant is routed to another survey as soon as the survey is found. If another survey is not found, the participant is terminated.

We offer only the estimated length of the survey and incentive for completing as additional information may impact respondent answers.

Panelists can access all available surveys in their account dashboard if this feature is enabled in panel settings. We provide the length of the interview and incentive to consider taking each survey.

Each panel has an incentive table based on survey length. On demand (usually for complex surveys or to speed up fieldwork), it is possible to adjust the incentive amount and raise rewards for participation.

Not directly. We analyze dropout rates and panelist willingness to participate in future surveys. Panelists can provide feedback by email or contact form that we pass to our clients.

Typically, we provide the number of completes, actual incidence rate, length of the survey. More specific information can be provided based on clients' needs.

Data quality And Validation

There is no cross-project time limitation for users to take part in multiple surveys that they have qualified for and have been invited to during a given time frame. Panel owners can decide on the quarantine time of sending new invites.

Individual data is stored in our database, and depersonalized data can be available upon request.

We compare survey answers with panelists' profiling data, and if they do not match, we flag the respondent as suspicious. In some panels, the phone number is mandatory, and duplicates are not allowed. Also, other fraudulent activities are registered (bad quality answers, speeders, wrong answers to control questions), and used to identify low-quality respondents.

For each project, it is possible to select a sample source and to track which source a respondent came from. For trackers, we maintain the sample structure according to quotas, and excluding respondents that completed the survey previously, with the exact exclusion time being agreed with the client beforehand.

Quality is checked on the project level, and results are applied to the sample source to flag users who provide bad quality data. Repetitive fraudsters are banned from panels. Panel owners can decide on the quarantine time of sending new invites.

If we run full-service surveys, Syno takes care of data checks and cleaning. If we run only sampling, cleaning is on the client’s side. Internal data quality checks include fraudulent user blacklist, quality questions in a survey, time in survey analysis, answer logic consistency, bad quality open-ended answers.

Policies And Compliance

Syno's default privacy policy can be found at Syno website ( During the registration process, panelists need to get acquainted with our privacy policy, which is also easy to reach from their accounts and agree with Syno terms and conditions for use. Some clients' panels have their own custom privacy policies, and these can then be found on the panel sites and in the panelist portals.

Detailed information on Syno data processing is addressed at Syno Privacy policy (, where we inform panelists about the kind of data we collect and the legal basis we use for each purpose. Syno uses consent as the primary legal basis for processing and in limited situations might be used other legal bases, including performance of a contract and legitimate interest. Syno provides internal trainings on GDPR for its staff. Syno data protection compliance program includes policies and processes to address Data breach response, Cross-border transfer, and Data retention, among others. Syno has appointed a data protection officer and has obtained ISO 27001 certification..

Consent management is implemented in our platform, and users can change their settings on how we are processing their data anytime. The support desk is accessible by email or via form in the panelist account.

We constantly monitor law and regulatory developments in covered countries. Also, we work closely with our reward suppliers.

The minimum panelist age is defined according to ESOMAR guidelines and each country's legislation, that varies mostly from 14 to 16 years of age. Younger respondents can be reached through panelists that state they have children in the required age range to be interviewed with parent consent.

Syno adheres to data protection requirements and guidelines when designing and developing systems. We use personal data only where we have legal ground to do so. We determine the legal grounds based on the purposes for which we have collected and used the personal data.

We have our security policy ( Syno has obtained ISO 27001 certification. On top of this, we have internal audit procedures in place that are based on risk assessment evaluation.

We are planning to implement ISO 20252 by the end of 2024.


We can provide various aggregated information regarding sampling trends upon our clients' request.