Data Quality & Standards

Data Quality & Standards

Let’s not accept poor data quality as the norm. Meet the data quality challenge with Insights Association.

The cornerstone of the insights and analytics industry’s success is data quality, a measure of the condition of data based on factors such as accuracy, completeness, consistency, reliability and how up-to-date it is. Recognizing the critical role of data quality, the Insights Association prioritizes initiatives that ensure the integrity and trustworthiness of data used for insights and analysis. The accuracy and reliability of research is paramount as poor data quality inteferes with the industry’s ability to inform smart marketing decisions. According to a 2023 Insights Association member survey on data fraud, an aspect of data quality: 

  • 63% Accept some level of fraud as part of conducting market research studies
  • 64% Have had a project delayed or negatively impacted by fraud
  • 56% Claim their decision-making has been impacted by fraud

At Insights Association, we believe adopting and improving protection measures against poor data quality will require cross-collaboration across the industry and associations as well as innovative approaches to data collection, validation and analysis to set new standards for excellence and catalyze positive change. How can we do this together? 

  • Education. A commitment to ongoing, deeper education on how poor data quality affects all company types whether as the researcher, the research end user or somewhere in between – and where it occurs across the insights journey – so better questions are asked.
  • Partnerships. A collaboration between sample providers, tech companies, research agencies and brands, led by Insights Association and the Global Data Quality initiative, to develop and adopt collective solutions that minimize fraud in all corners of the industry.
  • Benchmarks. Redefining fraud standards so the industry knows where, when and how successes are achieved.
  • Language. The adoption of a consistent industry language to provide much more clarity on where the problems really exist and the solutions to solve them.

Global Data Quality initiative

We’re working together with associations across the world to take data risk out of research. 

Established by the Insights Association, our organization is coordinating efforts with Association for Qualitative Research (AQR), The Canadian Research Insights Council (CRIC), ESOMAR, Insights Association, the QRCA, MRS (Market Research Society), The Research Society (TRS), SampleCon, and the Association of Market Research Austria (VMÖ) to address ongoing and emerging risks to data quality in the market and social research, consumer insights and analytics industry. With the goal of increasing information and building trust, each organization will lead a workstream that delivers global quality resources to improve the conversation and outcomes.

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Council for Data Integrity

Led by Insights Association member industry leaders and experts, the Council for Data Integrity (CDI) follows the continual evolution of sample and data integrity definitions, quality standards, evaluation processes and industry education. Founded in 2021, the CDI develops educational content, best practices and guidelines for the insights and analytics industry. The CDI also acts as the U.S. extension of the Global Data Quality initiative, a partnership of global associations.

Our Goals

  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.
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Resource Library

These resources, both developed and curated by the Council for Data Integrity, provide actionable insights for every research professional across the research cycle.

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Data Quality Glossary

A consistent industry language needs to be adopted to provide much more clarity on where the problems really exist and the solutions to solve them.

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Bill of Rights

As an extension of the professional Code of Standards drawn specifically to protect the participant experience in the ever-evolving world of market research.

We are collecting industry feedback on this initiative from August - September.

Participate Now

HOW CAN I HELP?

Commit your company to the Global Data Quality Pledge. Coming soon.
Encourage your company to participate in the Data Quality Benchmarking Initiative and the Participant Bill of Rights.
Add terms to the Global Data Quality initiative glossary.
Volunteer on the Council for Data Integrity.

Contact Us Today

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Data Quality Slack Channel

We invite you to actively participate in building a community where we continue to advance both the participant experience and data quality. Join other IA members to talk all things data quality.

Request Access

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CIRQ

Become certified to the ISO standards designated applicable to the market research and insights industries as a pathway to increasing data quality across the project lifecycle.

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Meet the Council for Data Integrity

The 2024 Council represents a wide range of business types and expertise in the insights and analytics industry. Insights Association thanks everyone for their time and resources.
CO-CHAIR: Brian Lamar (OpenBrand) Deb Ploskonka (Cambia) Ken Ickland (1Q) Reyna Pena (10K Humans)
AJ Keirans (Good Human Partners) Ellie Hecht (10K Humans) Kerry Edelstein (Research Narrative) Rich Ratcliff (Opinion Route)
Alisa Weinstein (Full Circle Research) Gene Saykin (Toluna) Kerry Hecht (10K Humans) Roddy Knowles (dtech)
Andrew Hunt (The Link Group) Grzegorz Kowalski (Soft Architect) Kyle Morrison (Touchstone Research) Steve Snell, PhD (Rep Data)
Bonnie Breslauer (DIsqo) James Lytle (Big Village) Mary Draper (EMI) Terry Sweeney (Ronin)
Brad Franz (Burke Institute) Jamie Lussier (Travelers) Mary Seiler (M3 Global Research) Travis Santa (Touchstone Research)
Brooke Reavey (Dominican University) Karine Pepin (The Resaerch Heads) Mary Mauricia Wills (Symmetric Sampling) Vignesh Krishnan (Rep Data)
Dawn Hoskins (MarketVision Research) Katrina Noelle (KNow Research) Nick Flores (Imperium)