Industry panels have a way of softening the questions that should sting most. After two days at IA Ignite: Data Quality Day, Rich Ratcliff sat down with Terence McCarron to talk about what got covered, what got dodged, and what every market research agency should actually be asking right now.

The panel Rich was on tackled three solid questions: Who really owns data quality? What does today's data quality tech catch, and what is it missing? What limitations do we avoid talking about with end clients?

But the title of the panel was "The Commercialization of Modern Survey Fraud," and the harder questions, the ones that go to the economics and structural reality of how sample actually works in 2026, never made it into the room.