aytm (Ask Your Target Market), a technology-driven market research platform, today announced that Jonathan Goodbread has joined the company as Head of Data Quality Strategy. Goodbread brings deep expertise at the intersection of data quality and market research methodology and is widely recognized as a leading voice in the industry on the standards and practices that determine whether survey data can be trusted.
Throughout his career, Goodbread has approached data integrity not as a compliance exercise but as a core research discipline. He is known for engaging openly with peers on where current practice falls short, a perspective that has made him a consequential voice in conversations about where the industry needs to go.
A Critical Moment for the Industry
Goodbread joins aytm at an inflection point. The proliferation of AI-generated responses, bot traffic, and increasingly sophisticated fraud has made it harder to trust what’s in a dataset, and harder still to defend that confidence to clients and stakeholders. The methods the industry has relied on for years were not built with this new environment in mind, and the gap between genuine human responses and machine-generated ones continues to narrow in ways that are difficult to detect.
aytm has long held that data quality is not a single intervention but a discipline that must run through every layer of the research process. That philosophy begins with the respondent relationship itself. aytm’s proprietary panel, PaidViewpoint, is built on principles of respect, fair value exchange, and genuine long-term engagement, not volume or commodity. The company believes that when people feel valued, they provide better, more thoughtful data. That foundation of trust is, in its own right, a form of proactive quality management.
That commitment extends to survey design - recognizing that poorly constructed instruments invite poor data regardless of respondent intent and to a suite of layered technological defenses: a sophisticated deduplication system that screens respondents before a survey begins, a library of validated in-survey quality checks, and Data Centrifuge, aytm’s proprietary AI-powered engine for post-collection response analysis. Together, these systems reflect aytm’s view that quality requires investment and vigilance at every stage, not a single fix applied at any one point in the process.
Goodbread’s appointment signals aytm’s intent to push that standard further, bringing sharper methodology, greater transparency, and a more defensible approach to quality to clients and to the broader industry.
“What drew me to aytm is that they’re not treating data quality as a problem to be managed or a box to be checked. They’ve built systems that take it seriously at every stage. That’s the right instinct, and my job is to help make it even more rigorous, more transparent, and more meaningful to the clients who depend on it,” Goodbread said.
In his role, Goodbread will work across aytm’s data quality program and contribute to industry conversations about what rigorous, defensible research looks like in practice.
“The industry is spending enormous resources weeding out 40% or more of bad responses, and the stakes have never been higher. In the age of AI, bad data doesn’t just skew a survey, it poisons the models being trained on it,” said Lev Mazin, CEO and co-Founder, aytm. “And those models are nearly impossible to untrain. We think about data quality not as a toggle but as a living process we build alongside our clients. The future we’re all heading toward is one where rigorously verified data is a prerequisite, not a luxury. We’re going to live in an ocean of insights that all look plausible. It will take the right people, the right technology, and a relentless commitment to transparency to tell what’s true from what just sounds true. Jonathan Goodbread is exactly that kind of person to help us get there.”