Podcast: Sabrina Trinquetel of Measure Talks Data Quality

Sabrina said there are several things with which the industry is grappling but it all boils down to the fact that we need to produce data of the highest possible quality. This starts with doing a better job of collecting respondent data with new technologies and approaches, partially to avoid challenges surrounding engagement and respondent fatigue that occur using more traditional techniques. Data quality is also closely connected to another issue in the market research space - lack of representativity. She says that researchers who are conducting the research need to consist of a diverse group of people to gain multiple perspectives and ensure inclusivity, and the respondents we are collecting insights from need to be truly representative of the greater population. 

Closely tied in with data quality is the landscape surrounding data privacy. This is a tricky business, as perceptions and regulations surrounding consumer privacy are changing quickly. Sabrina talks a little about a report by Measure that asked people how they feel about the use of their data, specifically when it came to sharing information via surveys. A high percentage of people didn't feel entirely comfortable and had a low understanding of what was being done with their data, but said they'd share more if they trusted the company that was asking. More transparent communication can help build this kind of trusted environment.

At Measure, they prioritize giving their community more control over their own data, which is another important piece of the puzzle. Building trust and providing increased data privacy can boost response and engagement rates, delivering more in-depth insights overall. Searching out technologies like this can minimize things like unengaged or fraudulent respondents, which have a negative impact on quality. There are many potential tools to use, but adoption and change continues to be an uphill battle. She says that we have become reliant, as an industry, on traditional ways of doing things. so the mindset must become more open to change. 

Sabrina talks about the work she's doing with the Market Research Society to help redefine representative populations as well. She covers the need for diverse, equal and inclusive market research businesses. Traditional "nat. pop" or "gen pop" metrics of age, gender and region used to define a target audience need to become more expansive and include other metrics such as ethnicity, sexuality and ability. This kind of approach will more fully represent the types of people that make up any particular audience - otherwise we are making decisions based on incomplete data. DEI initiatives like this are critical, not just because they're the right thing to do, but also because our insights are going to be far more effective and representative of the world.

Listen to the podcast to hear "thought experiment" we undertook in order to see the difference between organizations who truly embrace DEI and those who continue doing market research as we’ve always done it.