How can the market research industry tackle data quality issues in a meaningful way? That was the focus of a recent roundtable in London, co-hosted by ReDem, Ayda and the Market Research Society (MRS). Senior industry leaders gathered to discuss the growing challenges of data quality—ranging from survey fraud and AI-generated responses to poor participant experiences and the role of suppliers, clients, and researchers in implementing solutions.
An initial survey of attendees underscored the urgency of the problem. 80% said the amount of bad data they received had increased in the past year, with the rest stating that it had stayed about the same. Half of attendees thought 5% to 10% of interviews could be affected by fraud and should be removed, with 30% putting the number of interviews that needed removing at 30% to 40%.
In terms of how actively organisations are addressing AI-powered survey fraud, 40% said it was a key topic at their business and that robust measures were in place to tackle the issue. In addition, 40% of attendees said their organisation knew AI survey fraud was an issue and had started to implement new measures to tackle the problem, while 20% said that the organisation knew it was an issue but had yet to act.
