Fixing Market Research Panel Sampling and Ensuring Data Quality

Nearly half of market research buyers question the quality of their data, highlighting an urgent need for better sampling and fraud detection. Are you ready to take action?

With 44% of insight professionals questioning the quality of their data, one thing is clear: real change will take a collaborative, industry-wide effort. At STRATEGENCE, we believe better data starts with better partnerships across providers, clients, and researchers alike.

STRATEGENCE Champions Industry-Wide Collaboration to Tackle Market Research Data Quality at Ignite Conference

That’s why we recently sponsored the Ignite Data Quality Conference in New York City, to bring the industry together, share hard truths, and drive meaningful solutions.

STRATEGENCE proudly served as a General Sponsor of the 2025 Ignite Data Quality Conference in NYC, driving industry-wide collaboration to raise the standard for market research data.

Putting data quality for market research into perspective

Back in 2009–2010, STRATEGENCE conducted a large-scale analysis of 100,000 completed online questionnaires for a single study. The sample was sourced from five major panel providers at the time.

Here's what we found:

• 3% of respondents overlapped across providers, completing the survey more than once through different panels.

• 5% made careless mistakes, not answering a question or entering the right answers in the wrong fields.

• 10% of the data was flagged as potentially fraudulent and ultimately deemed unusable.

• 76% of the careless errors could have been avoided by simply rewording one key question.

What does the fraud or reconciliation rate look like today?

In a recent consumer survey, we used a blend of three sample providers, each with a different reconciliation or “toss-out” rate. The inconsistencies were eye-opening.

At STRATEGENCE, we’ve been conducting research on research on data quality since 2009. The knowledge we’ve built is vast, and the findings require context, nuance, and a deep understanding of how quality standards have evolved.

We’re happy to share the lessons we’ve learned and how we’ve enhanced our quality control systems to meet today’s challenges head-on.

Want to learn the 5-steps you can use to boost your data quality right now?

Book a complimentary sample strategy consultation here or email me at rsilvestre@strategence-us.com