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Confronting the Data Quality Crisis with CASE4Quality | Signal & Noise Ep 21
In this episode of Signal and Noise, Brian Lamar and Andrew DeCilles are joined by leaders from CASE4Quality for a candid and deeply informed conversation on the state of data quality in market research.
The discussion features Mary Beth Weber, founder of CASE4Quality, alongside Tia Maurer - Data Quality Guru, Efrain Ribeiro - Godfather of Sampling, and Karine Pepin - Data Fairy. Together, they unpack how the industry arrived at its current data integrity challenges and why progress has been slower than many expected.
The episode explores the realities of online sampling, fraud, and professional respondents, including how the promise of unlimited and inexpensive sample has distorted incentives across the ecosystem. The guests explain how aggregation, lack of transparency, and pressure for speed and cost reduction have quietly undermined confidence in research outputs.
The conversation also addresses the growing tension between AI-driven research and poor-quality input data. The panel warns that synthetic data and advanced analytics cannot solve quality problems if the underlying data is flawed. Throughout the episode, the group emphasizes the need for transparency, accountability, and brand-led standards to restore trust and long-term viability to the research industry.
Key Takeaways:
The industry operates under the false assumption that unlimited high quality sample exists
Speed and low cost have consistently been prioritized over data integrity
Fraud and professional respondents remain widespread and often undetected
Aggregated and opaque sampling practices make validation nearly impossible
AI and synthetic data amplify risk when built on compromised data foundations
AI can improve efficiency in research, but human judgment is still essential for understanding emotion, taste, humor, and nuance.
If you loved the episode, have comments, or want to appear on the show, connect with us down below!
Connect with us:
LinkedIn
YouTube
ROI Rocket
Learn More About CASE4Quality:
CASE4Quality
Connect with Mary Beth Weber:
LinkedIn
Connect with Tia Maurer:
LinkedIn
Connect with Efrain Ribeiro:
LinkedIn
Connect with Karine Pepin:
LinkedIn
View all episodes
By ROI Rocket, Brian Lamar and Andrew DeCillesIn this episode of Signal and Noise, Brian Lamar and Andrew DeCilles are joined by leaders from CASE4Quality for a candid and deeply informed conversation on the state of data quality in market research.
The discussion features Mary Beth Weber, founder of CASE4Quality, alongside Tia Maurer - Data Quality Guru, Efrain Ribeiro - Godfather of Sampling, and Karine Pepin - Data Fairy. Together, they unpack how the industry arrived at its current data integrity challenges and why progress has been slower than many expected.
The episode explores the realities of online sampling, fraud, and professional respondents, including how the promise of unlimited and inexpensive sample has distorted incentives across the ecosystem. The guests explain how aggregation, lack of transparency, and pressure for speed and cost reduction have quietly undermined confidence in research outputs.
The conversation also addresses the growing tension between AI-driven research and poor-quality input data. The panel warns that synthetic data and advanced analytics cannot solve quality problems if the underlying data is flawed. Throughout the episode, the group emphasizes the need for transparency, accountability, and brand-led standards to restore trust and long-term viability to the research industry.
Key Takeaways:
The industry operates under the false assumption that unlimited high quality sample exists
Speed and low cost have consistently been prioritized over data integrity
Fraud and professional respondents remain widespread and often undetected
Aggregated and opaque sampling practices make validation nearly impossible
AI and synthetic data amplify risk when built on compromised data foundations
AI can improve efficiency in research, but human judgment is still essential for understanding emotion, taste, humor, and nuance.
If you loved the episode, have comments, or want to appear on the show, connect with us down below!
Connect with us:
LinkedIn
YouTube
ROI Rocket
Learn More About CASE4Quality:
CASE4Quality
Connect with Mary Beth Weber:
LinkedIn
Connect with Tia Maurer:
LinkedIn
Connect with Efrain Ribeiro:
LinkedIn
Connect with Karine Pepin:
LinkedIn