In this fiery episode, hosts Brian and Andrew tackle one of the most pressing and frustrating issues in market research: data quality. After weeks (more like years) of conversations with clients, researchers, and suppliers, the hosts dive deep into why data quality feels like it’s getting worse, why the industry keeps masking the problem, and whether brands should even care.

From the massive waste caused by fraud prevention and data cleaning to the commoditization of sample providers, Brian and Andrew don’t hold back in asking the hard questions. Does a poor-quality sample matter if agencies clean it all up before it reaches brands? And if not, what’s the long-term cost to the industry?

If you have thoughts on Data Quality (rants or solutions), or are interested in being a guest on the show, Brian and Andrew want to hear from you!

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