Research Now SSI: Scale Matters, Accuracy Matters, Confidence Matters
Shopper Intelligence

The Quality Imperative: Reliable Data Starts at the Source

To collect data to drive fundamental strategy and investment decisions in the right direction, quality is imperative throughout the research process but is imperative at the outset. The researcher, marketer, or data provider needs to focus on the keystone that leads to a quality outcome: the individuals who are providing the survey responses.

Melanie Courtright, EVP of Global Research Science, explains Research Now SSI’s approach to The Quality Imperative as redefining quality, being able to measure it, and holding ourselves accountable.

View the recording. You will learn:

  • How to obtain legitimate representation.
  • Why scale and breadth matter from the very start of the research process.
  •  Why we need to think in terms of “value” not just cost

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