Good Tech Can Catch More. It Still Can’t Fix Bad Sample Strategy
Strong fraud detection can improve market research data quality, but technology alone cannot overcome weak sample strategy, recruitment bias, or poor audience composition.
Data Quality Symptoms Are Easy to Spot. Root Causes Are Harder to Catch
Poor open ends, speeding, and duplicate responses are often symptoms of deeper issues, making a layered approach essential for improving market research data quality.
The Industry Didn’t Just Inherit a Data Quality Problem. It Priced Its Way Into One
The market research data quality problem is not just about bad respondents — it is rooted in how the industry operates.