Read the full article by James Snyder – VP Trust & Safety at Cint – in the Sept/Oct 2025 issue of the Quirk’s Magazine (starting on page 52)
In today’s research ecosystem, the stakes for data quality have never been higher.
In this article, Snyder argues that data quality is no longer a peripheral concern but a crucial, business-wide imperative for the research industry. He emphasizes that with the rise of digital methodologies and automated research, the threat of online survey fraud has become systemic and sophisticated.
To combat this, Snyder advocates for a shift from reactive to proactive fraud prevention. Instead of simply spot-checking data after the fact, organizations must build a culture and system that assumes fraud is inevitable and is designed to catch it early. This requires:
- Cross-functional collaboration
- Organizational buy-in
- Investment in the right tools and people
While the ROI of proactive fraud prevention can be hard to quantify, the consequences of compromised data—flawed business decisions, reputational damage, and wasted resources—are very real. The article positions quality as a competitive advantage that ultimately protects the long-term viability and credibility of the entire research industry.
Check out the full article published in Quirk’s Magazine
