Triangulating the truth: Leveraging multiple sources and methods to arrive at high-quality data

Room 3 | 4:45 pm - 5:15 pm | Wednesday, July 19, 2023

Data quality is top of mind for most market researchers today. Inattentive participants and fraudulent respondents harm data quality and jeopardize our ability to make data-driven business decisions. In this session, we will discuss the markers of high-quality data and how noise and bias in our data harm data quality. We will consider how inattentive respondents, disingenuous survey participants, and coordinated fraudulent responding threaten market research. Finally, we will discuss strategies to blend data sources, research methodologies and new tech- and human-led solutions to combat threats to data quality and generate more actionable research findings.

Key takeaways:

1. Blending data sources affords us greater feasibility, but researchers need to exercise caution that responses are from unique and qualified respondents.
2. The best protection against low quality responses is a combination of tech-led and human-led interventions.
3. After exhausting the universe of qualified, high-quality responses, the next best solution may be to blend standing panels with fresh recruits.