Fighting data fraud in market research with Keith Rinzler

In a recent episode of Now, That’s Significant, we sat down with Keith Rinzler, founder of 1Q, to discuss his urgent call to action for the market research industry. His Open Letter to the Consumer Insights Industry exposes the deepening crisis of survey fraud—a threat that is undermining data quality, eroding trust in research, and forcing brands to shift budgets toward AI and synthetic data as alternatives to traditional insights.

Keith argues that the industry has reached a critical tipping point: if fraud continues unchecked, market research companies may struggle to stay in business over the next 36 months. He points to structural flaws in the sample ecosystem, where financial models unintentionally incentivize fraudulent responses. Many research buyers, unaware of the extent of the problem, assume their providers are addressing data fraud—when, in reality, much of it is slipping through the cracks. And with business executives outside of the research function now paying closer attention, the consequences of bad data could soon extend beyond just research teams.

At the heart of the issue, Keith says, is the way the industry treats respondents. Years of poor compensation, lengthy surveys, and manipulative payment structures (such as breakage models that limit payout accessibility) have driven away high-quality participants, leaving behind fraudsters and disengaged respondents. His proposed solution? A shift to 100% verified human panels, industry-wide transparency, and fair compensation models that prioritize real engagement over volume.

Keith also champions push-based sampling as a critical fraud prevention tool. Unlike pull-based marketplace models, which allow bots and fraudulent actors to repeatedly take surveys, push models remove incentives for bad actors by restricting when and how surveys are taken. He warns that while fraud detection technology is improving, it’s not enough on its own—the industry needs collective action and collaboration to rebuild trust in data quality.

With growing mainstream awareness of data fraud, brands will soon demand greater accountability from research providers. Keith’s message is clear: if the industry doesn’t act now, it risks losing credibility, funding, and its very relevance in decision-making.