New Vista is the first venture for Creston Insight, the recently established union of Creston's market research companies.
A paper published by Creston research company ICM claims that the benefits of online research, particularly speed of response, efficiency and minimal environmental impact, are cancelled out by the inaccuracy of panellists' responses.
The paper suggests that financially motivated panellists race through questionnaires to get their reward, without paying attention to accuracy, meaning that the data's quality is typically lower than that generated by telephone market research.
In an attempt to combat this, New Vista uses delay mechanisms and questions designed to double-check responses, while panellists will get a higher rate of pay for their feedback.
Nick Sparrow, managing director at ICM, said: "We have taken the unprecedented stepping up wages in this arena by more than 150%, giving panellists an equivalent pay rate of £12 an hour while also exercising effective quality control measures over their work.
"We feel these measures will ensure that surveys are taken seriously with incentives used solely to ensure reliability. In this way we can guarantee quality online data."