Led by leaders and experts passionate about preserving data quality in the insights and analytics industry, the Data Integrity Initiative (DII) generates and vets resources that educate, identify and eliminate fraud in all types of market research. We invite you to join our efforts by becoming aware of the potential for fraud, adopting DII quality elements in your research practices and committing to preserving the highest level of data quality possible in our industry.
From data and sample providers through users and brand decision-makers, there is not a sector of the insights and analytics industry that cannot benefit from a deeper understanding of data and sample integrity. Yet, acquiring a knowledge base and staying on top of trends has traditionally been managed piecemeal. Our industry lacked a hub for best practices and guidance, proving itself almost as big a barrier to success as fraud itself.
1. Build awareness of data quality and integrity issues and their potential impact 2. Define data integrity terms , highlighting implications on results 3. Guide data evaluation by developing quality measures, scorecards and benchmarks 4. Empower members to evaluate and select data providers that adhere to quality standards Increase interest in professional certifications and standards that can benefit insights organizations 5. Advocate to ensure policies and legislation preserve data quality and protect the industry in a rapidly changing marketing research and data environment
I, on behalf of myself or my organization, pledge to stay informed, engaged and committed to ensuring data delivered by our industry meets the highest quality standards.
I will do this by:
This website is packed with resources to fulfill your pledge to data quality. Start Here
Validations and quality checks are vital for quantitative research, but can and should be considered crucial for qualitative work, as well. For about a decade, qualitative research has been shifting from face-to-face (which has an inherent quality check built in) to digital. COVID accelerated the transition and pushed us further into a space where research more often than not hovers between quantitative and qualitative. That is, many databases that were historically only used for quant or qual are now being used for both.
While the data integrity and quality checks included in the DII Toolkit can be used for quant and qual, the Insights Association’s DII Council recognizes the need for data quality checks and guidelines specifically for the nuances of qualitative research. With that goal in mind, IA’s DII Council will add to the DII Toolkit by developing and collecting guidelines and resources unique to qualitative research.
Look for the additions specific to qualitative research to be launched in Q1 of 2023.
The Insights Association, MRS, SampleCon, and ESOMAR are coordinating efforts to fight fraud and address ongoing and emerging risks to data quality. Areas in which the organizations will focus include:
Read the Press Release Here
The Data Integrity Initiative raises awareness of sample quality, integrity and fraud by compiling industry best practices and guidance to benefit data & sample providers, insights consumers, end-users and decision-makers. Visit these pages often, as the DII Council will routinely ensure it includes the most up-to-date information to benefit us all.
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Join insights professionals and organizations in increasing data quality industry-wide by learning about and taking the DII Data Quality Pledge.
Sign the Pledge
A message from the Data Integrity Initiative Council, identifying our collective status on data quality and the steps the Council is taking to move the industry forward.
Read Report
Insights Where sample providers, brands and every organization in between, find the up-to-date resources necessary for preserving data quality.
Meet the DII Council