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On this episode, host Sima Vasa leads a candid panel discussion on the state of data quality with four industry leaders: Dyna Boen, EVP/Managing Director of Escalent; Jon Kay, Principal Market Research Manager of Intuit; Bob Fawson, Co-Founder of Data Quality Co-Op; and Steven Snell, EVP, Head of Research of Rep Data. Together, they explore the growing challenges of fraud, trust and integrity in research, and the solutions needed to safeguard reliable insights.
Key Takeaways:
00:00 Introduction.
03:26 Prospect panel data quality has declined sharply.
08:30 The industry faces a coordination problem in data quality.
11:42 Good-looking fraud now impacts up to a quarter of respondents.
18:20 Vendor tools differ greatly in detecting fraud and inattention.
24:28 Respondent experience is critical to achieving trustworthy results.
26:38 Brands cannot rely on flawed data for product launches or tracking.
31:02 Industry change is accelerating, creating both risk and opportunity.
32:54 Real progress begins when clients ask vendors the tough questions.
35:06 Data quality is a game of inches, not silver bullets.
Resources Mentioned:
Escalent | Website
Intuit | Website
Data Quality Co-Op | Website
Rep Data | Website
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