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Steven Snell, EVP, Head of Research of Rep Data, joins host Sima Vasa to discuss why data quality starts with the questionnaire, not the fraud filter. Steven also covers where synthetic panels fall short for niche audiences, why higher incentives attract professional fraudsters and the case for shorter, more frequent research.
KEY TAKEAWAYS
00:00 Introduction.
08:53 DIY research swings like a pendulum, and a pullback means fewer bad surveys in the field.
12:04 The golden rule of surveys is to write the one you’d want to take.
16:44 Low-quality respondents in training data contaminate synthetic panels and perpetuate bias at scale.
22:27 Paying respondents more doesn’t improve answers, and high incentives attract professionalized fraudsters.
24:34 Online qual at scale needs panels recruited for cameras and microphones, not surveys.
30:15 Two-minute, TikTok-friendly pulses are a better future for research than 20-minute surveys.
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RESOURCES MENTIONED
Rep Data, Steven’s market research and data quality company, which completed three acquisitions in four months to build an end-to-end research workflow
Research Defender, Rep Data’s pre-survey fraud prevention tool that blocks bots, fraudsters and high-risk traffic before respondents enter a survey
#MRX #Data #Restech
