Our Mission and Our Team
The Case for CASE
Fraud was taboo in the market research industry prior to 2022. So that's exactly what Efrain Ribiero, the godfather of online sampling, recommended that CASE investigate as part of our groundbreaking study conducted in collaboration with the Insights Association and the Adverstising Research Foundation. Our findings were quite eye-opening to the entire industry -- respondents are completing more surveys than is humanly possible and circumventing fraud detection. Respondents entered an average of 21 surveys in a 24 hour period with some entering more than 100 and even 1000 different studies during that same time frame.
This study was sponsored by executive-level researchers at Procter & Gamble, Colgate Palmolive, PepsiCo, Ferrero, L'Oreal, Flowers Foods, and CVS Aetna. Based on the findings, and CASE's continuing advocacy for transparency and accountability, along with pressure from brand leaders, industry associations and researchers across the globe came together to create the Global Data Quality initiative. This collaboration was formed "to address ongoing and emerging risks to data quality in the market and social research, consumer insights and analytics industry."
CASE is working with brand leaders to create a unified voice that will help drive the initiative and address the elephant in the room: Are there enough real, unique and engaged respondents to meet industry demand and provide a foundation of quality for research findings?
THE FRAUD SQUAD
Mary Beth Weber
Mary Beth Weber
Mary Beth Weber
CASE4Quality Founder and
Trusted Advisor to Brands
CASE (the Coalition for Advancing Sampling Excellence) was founded in 2018 by Mary Beth Weber in response to a request from Allen Whitehouse who was head of insights at Kraft Heinz at the time. CASE was created in partnership with brands in order to advocate for transparency, accountabilit
CASE4Quality Founder and
Trusted Advisor to Brands
CASE (the Coalition for Advancing Sampling Excellence) was founded in 2018 by Mary Beth Weber in response to a request from Allen Whitehouse who was head of insights at Kraft Heinz at the time. CASE was created in partnership with brands in order to advocate for transparency, accountability, and measurable data quality standards across the research supply chain. With over 30 years in the industry, including two decades ensuring supplier compliance for major brands, Mary Beth saw firsthand how data integrity issues were often undisclosed and how research buyers rarely questioned data accuracy.
Tia Maurer
Mary Beth Weber
Mary Beth Weber
Group Scientist,
Product Research Testing
Procter & Gamble
Tia Mauer has over 20 years of experience in consumer-centric research and product development across two global business units. As the data quality guru at Procter & Gamble, Tia is implementing rigorous quality standards across teams. She is regularly requested to participate as a
Group Scientist,
Product Research Testing
Procter & Gamble
Tia Mauer has over 20 years of experience in consumer-centric research and product development across two global business units. As the data quality guru at Procter & Gamble, Tia is implementing rigorous quality standards across teams. She is regularly requested to participate as a panel member and / or presenter at industry conferences to share her recommendations and expertise on this important topic.
Efrain Ribeiro
Mary Beth Weber
Carrie Campbell
Online research consultant, retired CRO at Kantar and
former COO at Ipsos
A leading panel expert, Efrain Ribiero has in-depth knowledge of respondent sourcing, online sampling, and data quality best practices. During the past 20 years, he has served as Global Head of TNS Access Panels, of Ipsos Access Panels (IIS), COO of Lightspeed (Kanta
Online research consultant, retired CRO at Kantar and
former COO at Ipsos
A leading panel expert, Efrain Ribiero has in-depth knowledge of respondent sourcing, online sampling, and data quality best practices. During the past 20 years, he has served as Global Head of TNS Access Panels, of Ipsos Access Panels (IIS), COO of Lightspeed (Kantar Access Panels) and CRO of Kantar. He was a founding member of the ARF’s Foundations of Quality that developed the initial measures to improve the quality of online research. Efrain advises start-up research companies on how best to leverage automation and existing respondent sources.
Carrie Campbell
Carrie Campbell
Carrie Campbell
Insights Leader
Market Researcher & Strategist Team Builder & Mentor
For over 25 years, Carrie Campbell has been a leader in media and market research working on both supplier and client side at companies including Ketchum, National Geographic, Roper Reports, The Walt Disney Company, and The New York Times. As a member of CASE, she has bee
Insights Leader
Market Researcher & Strategist Team Builder & Mentor
For over 25 years, Carrie Campbell has been a leader in media and market research working on both supplier and client side at companies including Ketchum, National Geographic, Roper Reports, The Walt Disney Company, and The New York Times. As a member of CASE, she has been indispensable in providing analytics and insights to help elevate our understanding of the issues impacting data quality across the supply chain.
Karine Pepin
Carrie Campbell
Join the Effort
Cofounder of
The Research Heads
Quirk's Award & Insight250 Winner
As a Quirk’s Award and Insight250 winner, Karine Pepin is a passionate advocate for the power of insights who regularly contributes to industry podcasts and publications, focusing on data quality and the participant experience. With more than 25 years in the industry, she i
Cofounder of
The Research Heads
Quirk's Award & Insight250 Winner
As a Quirk’s Award and Insight250 winner, Karine Pepin is a passionate advocate for the power of insights who regularly contributes to industry podcasts and publications, focusing on data quality and the participant experience. With more than 25 years in the industry, she is always exploring ways to use AI and ResTech to enhance her work without compromising on quality.
Join the Effort
Carrie Campbell
Join the Effort
One Voice for Brands and Buyers
Client-side researchers and buyers hold the purse strings to make change happen.
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Contact us today to join the coalition to ensure transparency and accountability across the research supply chain.
Brands Uniting to Ensure Data Quality
Partnering with Leading Associations
Brands Unite
Want to unite with other brand leaders and research buyers to ensure transparency and accountability across our ecosystem?