#283: Fixing Data Quality with Kathy Cheng of Nexxt Intelligence

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Kathy Cheng, Founder and CEO of Nexxt Intelligence, joins Host Sima Vasa to discuss why quantitative research needs the engagement, rapport and probing of qualitative research. Drawing on her start as a qualitative moderator, Kathy explains how inca turns surveys into conversations and why a better respondent experience produces better data.

KEY TAKEAWAYS

00:00 Introduction.
04:03 Quant research is missing the rapport and probing that make qualitative interviews work.
07:35 Culture drives decisions people can’t articulate, which standard survey batteries fail to capture.
17:12 Synthetic data only works when it’s built on real human conversations.
17:43 Fixing data quality requires panels to validate people and platforms to engage them.
19:53 The biggest competitor to better surveys isn’t another platform, it’s inertia.
22:03 Founders don’t need the standard investment path to build a lasting company

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RESOURCES MENTIONED

Nexxt Intelligence, Kathy’s research technology company, the team behind inca

inca Conversational Research Platform, Nexxt Intelligence’s conversational AI survey platform that blends qual into quant

Rotman School of Management, the University of Toronto business school Kathy worked with on her original cultural research project

Esomar, the global research association where Kathy recently spoke

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