The need to understand Data and Sample Integrity extends across all sectors of the Insights and Analytics industry, including Data & Sample Providers to Users & Decision Makers. Building awareness of data integrity issues should be broad to include not only traditional marketing research and sample provider companies, but also end-users across a wide variety of client-side industries and verticals. There is a need to elevate basic understanding and evaluation of data integrity issues for all end users, while at the same time, ensuring transparency and discipline among sample and data providers. To fully benefit the industry, sample and data integrity definitions, quality measures and evaluation processes should continuously evolve and extend to as many research methodologies as needed. In addition, familiarity with professional standards and certifications is important for elevating overall knowledge of potential solutions for achieving data and sample integrity.