Presentation
The conversation You've been Waiting For
April 14, 2025
On April 14, 2025, leading industry experts (including Full Circle’s CPO) broke down one of the most urgent issues in market research today: How does data quality directly impact research outcomes?
The answer is clear: Poor quality data leads to misleading insights, wasted budgets, strategic missteps and diminished client trust. But there’s a better path.
An independent study confirmed that high-quality data, especially from providers certified to ISO 20252, drives smarter decisions and more positive business outcomes.
Data Quality: More Than Best Practice
Investing in data quality is not just a best practice. It’s a necessity for maintaining credibility and competitive advantage. Here are some steps you can take to achieve more stable, actionable insights.
Our presentation deck dives deeper into each of these topics.
- Audit your sample sources.
- Be like Procter & Gamble: Require certification.
- Invest in quality checks pre, during and post-survey.
- Don’t just measure outcomes—measure integrity.
- Educate stakeholders on the cost of compromise.
- Embed data integrity into your RFPs.
- Treat data quality as a competitive advantage.
Presenters
Vanilynne Gulla
Vice President, Consumer & Cultural Insights
Megan Budzynski
Director of Human & Behavioral Sciences
Alexandrine de Montera
CPO & ISO Quality Officer
See the Deck
See the Case Study Up Close & Personal
For a closer look at "Data Integrity Under Fire," check out the presentation deck.
