The Slow Burn of Data Quality: A Boiling Frog in Market Research | Signal and Noise Ep 2
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The Slow Burn of Data Quality: A Boiling Frog in Market Research | Signal and Noise Ep 2
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In this episode of Signal and Noise, hosts Brian and Andrew hit the ground running - literally - fresh off a multi-city client tour. They break down the recurring (and alarming) theme they heard at nearly every stop: data quality is in a full-blown crisis.
Brian and Andrew unpack why some researchers are tossing out nearly half of their data, how bots and disengaged respondents are wreaking havoc and why middle-tier sample market might be on its last legs. The episode ends with some must-hear rants, including Andrew’s thoughts on why terms like “proprietary” and “verified” need serious industry-wide clarity.
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