CASE4Quality

In 2022, CASE4Quality presented eye-opening findings from a study on fraud showing that respondents were completing more surveys than is humanly possible and circumventing fraud detection. Industry associations and research professionals have come together globally on data quality but have yet to investigate this issue. There is now Eight Defendants Indicted in International Conspiracy to Bill $10 Million for Fraudulent Market Survey Data.  We invite brand leaders and research buyers to unite with this independent and unbiased coalition to create one voice that demands transparency and accountability across the research supply chain.

Mary Beth Weber, founder of CASE, has been in the research industry for more than 3 decades assisting insights leaders at such companies as Procter & Gamble, Colgate-Palmolive, PepsiCo, Kraft-Heinz, Mondelez, Unilever, Johnson & Johnson, Estee Lauder, L’Oreal, and Hershey to ensure supplier compliance to research standards.

During her first decade in the industry, Mary Beth worked on the supplier-side of data intelligence and realized that potentially data-corrupting issues were rarely being disclosed to the consumer. She also recognized that users of data seldom asked questions about the accuracy or quality of the underlying information -- they blindly trusted the veracity and integrity of the data intelligence and the related supplier.

The key to ensuring quality is for client-side researchers and consumers of data intelligence to ask questions and require transparency and accountability. In addition, we, as an industry, need to develop objective and auditable measures of data quality to help buyers differentiate between vendor offerings and understand the trade-offs being made between price, timing and quality.

Based on a request by Allen Whitehouse, head of insights at Kraft Heinz who was  frustrated with his inability to receive valid and reliable findings, Mary Beth created the "Coalition for Advancing Sampling Excellence" (CASE).  CASE is an independent and unbiased coalition of brands and research experts that advocate for transparency and accountability across the research supply chain.