Market research is happily embracing the possibilities offered by new technologies, such as online research communities, gamification and mobile surveys. Yet, with the proliferation of the internet, we will also have to do the hard work- getting the metrics right. our clients, publishers and advertisers alike, need better answers to the two basic questions they have: How many people are visiting my site, or seeing my ad? and who are they? Cookie- based techniques are falling short, despite complex and time- consuming techniques like data-fusion. This presentation presents an alternative to serve clients better. Using robust statistics and a single source panel equipped with state of the art behavioural metering, one can obtain more accurate data on online reach and audience.