Can you defend your research insights if stakeholders challenge them?

On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney talks with guest, speaker and Full Circle Research Chief Product Officer Alexandrine de Montera about the critical shift in market research data quality standards. They explore how industry events have transformed client conversations from focusing on speed and cost to demanding defensible, transparent research practices that can withstand scrutiny, even from stakeholders.

Montera shares how Full Circle Research has evolved from treating quality as a back-end function to making it a strategic differentiator. AI presents opportunities and threats in fraud detection, creating data that may look good, but is actually bad, requiring human validation and manual oversight to identify correctly. They explore the challenges of maintaining customer insights integrity while meeting demands for faster research panels and more sophisticated survey design. "Real transparency actually attracts better clients. It reduces friction in QA conversations. It lets you focus on the strategy instead of defending your methodology," Montera explains. "The question is not, should you be transparent, but how quickly can you get there?"

The discussion covers the impact of the Department of Justice indictment on industry practices, the rising importance of ISO 20252 certification, and how major brands like Procter & Gamble are now mandating quality standards for their research suppliers. Montera addresses the balance between innovation and integrity, emphasizing that transparency builds long-term client relationships rather than compromising competitive advantage. The conversation underscores how reliable data quality enables better data-driven marketing decisions across global research initiatives.

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