In this podcast, the first of a three-part series, we will examine whether there is a data quality crisis in the market research industry. Data quality has cropped up as a major issue in recent years, with survey fraud seen as a potential threat to the wellbeing of the sector in the long term. With the advent of generative artificial intelligence, synthetic data and AI personas, data quality has become a more pressing issue.

The Global Data Quality Partnership https://www.globaldataquality.org/ has been set up by a number of industry bodies across the globe, including the Market Research Society, to campaign for greater data quality in insight, and to provide guidance on steps to address any weaknesses in the industry.

The first episode of this podcast will examine the issues poor data quality poses to market research, as well as some of the underlying causes and the potential ramifications if the problem is left unchecked. Subsequent episodes will examine recent initiatives to address the problem and the impact of AI.

Host

Liam Kay-McClean, deputy editor, Research Live

Guests

Debrah Harding, managing director at the Market Research Society

Oscar Carlsson, founder at Milo Advisory

Kyle Ferguson, chief executive officer at Forsta

Andrew Cooper, founder and chief executive officer at Verve

Rebecca Cole, managing director at Cobalt Sky and MRS Main Board member

Melanie Courtright, chief executive officer at the Insights Association