PART 2: CASE's eye-opening findings on fraud in online research and the sampling landscape drew a big audience and spurred passionate discussion. The consensus was it left you wanting more.
Join this moderated panel / Q&A session on the implications of the findings and recommendations for buyers of online sample.
Charles Guilbeau, VP of Consumer and Shopper Understanding, Ferrero
Tia Maurer, Group Scientist, Procter & Gamble
Joanne Mechling, Operations Research Lead, Vanguard
Nicole Mitchell, Senior Knowledge Specialist, Dynata
Steven Valigosky, Senior Director, Growth and Strategy at Profiles by Kantar
Lisa Weber-Raley, Chief Research Officer, Greenwald Research
PART 1: CASE presents its eye-opening findings on fraud in online research, and the sampling landscape.
Join this Insights Association discussion for the latest recommendations on combatting fraud.
Senior-level insights executives from P&G, Colgate, Pepsi, Ferrero, Pernod Ricard, L’Oreal, Flowers Foods and Aetna/CVS Health funded an exploration into online sample quality and fraud. With the extensive cooperation of the four most prominent fraud detection firms, CASE collaborated with The Insights Association, Advertising Research Foundation and industry thought leaders to conduct a ground-breaking study on the effectiveness of current technologies to detect and remove fraud in online research. The analysis led to eye-opening findings and new recommendations regarding the sampling landscape.
New threats to data quality have emerged. What can you do to protect your research findings?
During this IA Town Hall session the panel discussed how the insights industry can come together to combat the rising impact of fraud in survey-based research. The more you know and understand about this important topic, the better questions you will ask, and the more solid a foundation you will build for your research findings and business decisions.
Join P&G, Colgate, Pepsi, L'Oreal, Pernod-Ricard and Flowers Foods as we unite to combat fraud!
Learn about the pervasiveness and impact of fraud in survey-based research through this keynote presentation at the September 2020 Symposium by the Mid-Atlantic Chapter of the Insights Association. Featured speakers include Tia Maurer, a 22+ year research veteran in R&D at P&G and Mary Beth Weber, founder of CASE4Quality and advocate for Lucy.ai. Tia and Mary Beth share how the ARF, Insights Association and industry thought-leaders are uniting to ensure a quality foundation for marketing data intelligence. Join leading brands who have already pledged their support.
Why are leading brands uniting through CASE to disrupt the status quo of data quality?
Check out this lively panel discussion at IIeX Forward from June 2020. Our panelists included Michael Lancor, Director, Consumer Fundamentals & Insights at Procter & Gamble, Will Neafsey, Consumer Insights
& Analytics Manager at Ford Motor Company, Charles Guilbeau, VP of Consumer and Shopper Understanding at Ferrero North America and Andy Smith, VP of Consumer Insights at Flowers Foods. During our pre-panel chat, Charles Guilbeau remarked “For a marketing research vendor to sell survey results with poor sample is akin to a building contractor building a house with defective materials.”
What you don't know CAN hurt you and your decision-making.
Listen in as Tia Maurer, a 22-year research veteran and Group Scientist in R&D at P&G, shares eye-opening, real life examples of how bad data is misinforming business decisions.
Click Farms, Survey Bots, Fraud, Oh My!
Learn what may be lurking in your market research studies and actions you can start taking now to mitigate the issues. Also, find out more about CASE and how to get involved to drive positive change across the marketing intelligence supply chain. This webinar was sponsored by Lucy.ai in April 2020.
Attractive incentives in qualitative may be enticing more cheaters and repeaters than online.
Tia Maurer, 22-year research veteran at P&G, shared a slightly modified version of her “Bad data is misinforming business decisions” for the combined meeting of the Philadelphia chapters of the Insights Association and QRCA in June 2020. Although slanted towards issues in online research sampling, many qualitative respondents are recruited from these same sources. Tia and Mary Beth Weber, founder of CASE, have seen sample quality issues firsthand with qualitative research – including repeaters and cheaters.
CASE has put together a list of the key questions for research buyers to ask their suppliers to help ensure that they have a quality foundation for their research findings and marketing decisions.
These questions were prepared in collaboration with Efrain Ribiero, retired Chief Research Officer of Kantar and Sampling & Panel Online Access Advisor at Zinklar; Tia Maurer, Group Scientist at Procter & Gamble; Carrie Campbell, Vice President of Analytics of Ketchum; and Mary Beth Weber, Founder of CASE and Senior Account Executive at Lucy.ai
Insights Association is a leading voice, resource and network of the marketing research and data analytics community,and helps its members create competitive advantage. All revenue is invested in quality standards, legal and business advocacy, education, certification and direct support to enable members to thrive in an evolving industry and drive business impact. Visit the link below to access the IA Code of Standards and Ethics for Marketing Research and Data Analytics and other resources for ensuring a quality foundation for marketing intelligence.
ESOMAR, a global voice of the data, research, analytics and insights community, worked with industry leaders and the Insights Association to create this set of questions to offer a framework for buyers to use when evaluating the offerings of different online sample providers. It updates and replaces the 2012 ESOMAR publication, 28 Questions to Help Buyers of Online Samples. The questions identify the key issues to consider, introduce consistent terminology, explain why each question should be asked, and note the issues buyers should expect to be covered in an answer. The intended use of these questions is that they form a basis for a conversation between buyer and sample provider, rather than simply being used as a checklist to compare offerings across providers.
This Guideline was created in 2015 and responds to sampling quality concerns by providing guidance on the operational requirements for the provision of online samples for market, opinion, and social research. It sets out methods to be used by online sample providers, buyers, and end clients to ensure that a sample meets widely accepted quality criteria. It is recommended reading for all stakeholders in the research process, from survey designers to data users.
AAPOR, the American Association for Public Opinion Research, formed a task force to examine the current state of survey methods and provide guidance on the types of information survey practitioners and end users need in order to assess the quality and reliability of survey data.
This document from 2016 is comprised of a series of 17 questions that users of survey data should ask to help them make judgments about the validity of a survey’s results regardless of the method used.
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