A Data Quality Discussion with Karine Pepin of The Research Heads

Welcome back to Intellicast! We have a special episode for you today! Brian Peterson is joined by Mary Draper and special guest Karine Pepin, co-founder of The Research Heads, for an in-depth conversation on data quality.

Before diving into the discussion, Karine talks about her background, how she got into market research, and what led her to start The Research Heads. She talks about the market gap that she and her co-founder identified where they are looking to bridge the gap between do-it-yourself researchers, in-house teams, and full-service agencies by offering flexible and collaborative solutions.

Next, we jump into our data quality discussion. Karine and Mary discuss why there is no single solution to ensure data integrity. Karine advocates for a multi-layered approach to address various sources of bad data, emphasizing the importance of a comprehensive screening process, attention checks, and post-survey analysis, which Mary agrees with.  

The discussion expands into the impact of social media and the role of incentives in survey participation, acknowledging the challenges posed by fraudulent respondents and the potential benefits of a universal respondent ID system to enhance targeting and data quality.

Finally, Karine gives us her view on the future of data quality in market research. While optimistic, she does believe the industry needs to be committed to transparency and the education of clients about the necessity for increased budgets to tackle data integrity issues effectively.

You can connect with Karine on LinkedIn here.

You can read Karine’s article on data quality that was featured on Research Live here.

Thanks for tuning in!

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