What does quality mean in market research?
When it comes to market research and media measurement, ‘quality’ refers to the relevance, reliability, and accuracy of the respondent data that have been gathered as part of online surveys conducted through market research platforms like the Cint Exchange.
As the world’s largest research marketplace, connecting real people to real questions is the cornerstone of our offering, and data quality is of the utmost importance to us.
Providing customers with access to high-quality market research data ensures that the insights in question are trustworthy and representative and thus enables organizations to make data-driven decisions efficiently and effectively.
Robust, high-quality data acts as a powerful accelerator for maximizing the return on investment (ROI) of your research.
Robust, high-quality data acts as a powerful accelerator for maximizing the return on investment (ROI) of your research.
What’s the link between quality and return on investment?
High-quality data doesn’t just look good in a report; it actively contributes to improved market research ROI in several tangible ways for insights professionals.
Here are some of the ways it can help:
Stronger decision-making: Working with high-quality market research data means your decision making is based on solid and reliable evidence. This reduces risk and increases the likelihood of successful initiatives, directly impacting business growth and ROI.
Improved targeting: More precise targeting is the foundation of highly refined customer segments. The better your targeting, the better your positioning, and ultimately, the better your resource allocation.
Optimized resource allocation: Understanding which research efforts yield the most valuable insights allows you to allocate your research budget more effectively. High-quality data helps you identify the most impactful research projects, ensuring your investments are maximized. This empowers insights managers to demonstrate clear value.
Increased trust: High-quality data builds trust in the insights generated by your market research teams, reinforcing the strategic value of data analytics and consumer insights across the organization.
What’s the Cint approach to quality?
Bad data quality hurts. Receiving poor-quality market research data is not only frustrating, but it has real implications for everyone involved in the process. Potential consequences include the limiting of research insights, additional costs, and a loss of trust.
Cint is successfully taking decisive action against fraudulent actors who contribute to poor-quality data, seeking to exploit our platform and the entire online research industry at large through survey fraud.
Researchers depend on Cint’s high-quality consumer insights. We safeguard the Cint Exchange ecosystem by proactively developing industry-leading, AI and machine learning data security protocols to combat data fraud.
Cint’s dedicated Trust and Safety team is backed by decades of market research industry and engineering expertise to proactively address survey fraud.
Security, safety, and privacy are at the heart of our organization. As the market research industry at large adapts to changes and challenges within the sector, so do we. Cint’s dedicated Trust and Safety team is backed by decades of market research industry and engineering expertise to proactively address survey fraud.
Find out more about our quality approach here.
