Intellicast

In this episode of Intellicast, host Brian Peterson is joined by Mary Draper and Aron Wilson for a timely and candid discussion about the state of data quality in market research. The team unpacks the recent indictment involving OP4G and Slice MR, accused of orchestrating a $10 million fraud scheme using fabricated survey data. They explore how this scandal highlights long-standing challenges around fraud detection, insider manipulation, and the limitations of current quality safeguards.

The conversation also recaps key insights from the recent Insights Association Ignite Data Quality Conference, including the growing push for sample transparency, the nuanced role of ISO certifications, and the critical need for a respondent-first approach to survey design. With perspectives from both supplier and full-service backgrounds, this episode explores how the industry can work together to raise the bar for quality, combat fraud, and ultimately rebuild trust.

Whether you’re a panel provider, research buyer, or full-service agency, this episode is packed with insights you don’t want to miss.

Want a better understanding of EMI data quality processes? Click Here

Heading to Washington D.C. for IIeX – be sure to connect with Matthew and Brian!

Did you miss one of our webinars or want to get some of our whitepapers and reports? You can find it all on our Resources page on our website here.

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Welcome back to Intellicast! Joining Brian Peterson on today’s episode to give a recap of Quirks Chicago are Gabby Blados and, for the first time, Abby Snyder.

The three jump right in with Gabby, who had attended four different Quirks Events, and Abby, who attended her first Quirks Event, giving their overall impression of Quirks. Gabby felt this one was the best one she had attended.

Next, Gabby and Abby discuss the overall trend and themes from Quirks. In addition to AI (which was a given), Gabby discusses the focus on data quality, from new tools to help ensure it to how we as researchers can do things differently to help improve quality.

Abby then discussed a few of her key takeaways from the conference, including how she felt it was important to connect with colleagues she normally communicates with on a daily basis but never met face-to-face. Gabby talked about her favorite session, which featured Hills Science, which she and her family used for their pets growing up.

In the wrap-up, Abby and Gabby discuss some of their non-conference-related adventures while in Chicago, like visiting a Wicked pop-up bar.

Thanks for listening!

If you have headed to New York for IA Ignite Data Quality, be sure to say hello to Mary Draper and Aron Wilson.

If you heading the the nation’s capital for IIeX, be sure to connect with Matthew Alexander or Mary Draper.

Did you miss one of our webinars or want to get some of our whitepapers and reports? You can find it all on our Resources page on our website here.

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Welcome back to Intellicast! Joining Brian Peterson on this jam-packed episode is Gabby Blados. They talk about conferences, data quality, as well as discuss some recent headlines from around the research world.

Kicking off the episode, Brian and Gabby talk about the upcoming conferences, including SampleCon and Quirks Chicago. With Gabby attending Quirks, she gives Brian a preview of some of the topics, sessions, and activities she most looks forward to while in Chicago in early April.

Next, Brian and Gabby turn their sights to the latest market research news, starting with the launch of the Global Data Quality Initiative updated Data Quality Pledge. Brian and Gabby discuss how they feel this is a step in the right direction to improve overall data quality. They are hesitant, though, since it is a pledge, and there is no one to hold people accountable to its

standard other than self-regulation. They both agree that the pledge is probably a step toward some sort of regulation around data quality.

In the second data quality story, they discuss the results and key takeaways from the new Data Quality Benchmarking Study released by the Insight Association. Brian and Gabby discuss some of the stats, including some that were somewhat surprising to both of them.

You can get your free copy of the Insights Association Data Quality Benchmarking Report here.

Next, Brian and Gabby talk about some of the recent headlines from around the market research industry, including ComScore’s 2024 results, Glimpse’s rebrand to Panoplai, and Disney shutting down FiveThirtyEight.

In our final story, they touch on the reports about Kantar potentially looking to sell their Worldpanel/Numerator division.

Thanks for listening!

If you have headed to Pasadena for SampleCon, be sure to say hello to Kathleen Hock.

If you will be in Chicago for Quirk, be sure to connect with Gabby or Abby Synder.

Did you miss one of our webinars or want to get some of our whitepapers and reports? You can find it all on our Resources page on our website here.

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Welcome back to Intellicast! Brian Peterson is joined in today’s episode by Matthew Alexander to discuss mergers, people on the move, and AI.

Starting the episode, the guys talk about some recent mergers and acquisitions from around the industry. First, they touch on OpinonRoute’s acquisition of Jibunu and how this can impact OpinionRoute going forward. They then touch ACKWEST’s purchase of Precision Sample.

Next, the guys discuss some moves people in the industry have made. They touch on new additions at Morning Consult and Symmetric Sample. They hit on WIRe’s executive structure changes and Ryan Barry departing Zappi.

In the last segment, the guys touch on a few news stories around AI, specifically synthetic data. First, they discuss the new solution from PureSpectrum, called Training Data, and how that can impact synthetic data and improve existing models. This led to a more philosophical discussion

triggered by comments from a panel at the MRS AI conference. Matthew breaks it down to show how biases impact not just synthetic data but survey data as well. He also touches on how EMI addresses that bias.

Thanks for listening!

We have released the 2024 edition of our annual report on the online sample industry, The Sample Landscape. To stay ahead of the curve of what’s going on in the online sample industry, be sure to download your copy now. Download Here: www.emi-rs.com/the-sample-landscape/

Did you miss one of our webinars or want to get some of our whitepapers and reports? You can find it all on our Resources page on our website here.

Learn more about your ad choices. Visit megaphone.fm/adchoices

Welcome to season 8 of Intellicast! Matthew Alexander joins Brian Peterson on today’s episode to talk about the latest market research news.

Before the guys discuss the news, they quickly touch on some of the conferences coming up over the next month. This includes the QCRA Annual Conference in Philadelphia on February 11-14. If you are interested in attending, use promo code EMIVIP to get a discount on your registration!

Starting the news discussion, Brian and Matthew talk about a couple of friends of EMI who recently switched their roles and what that may mean for the industry’s outlook in 2025.

Next, the guys discuss the news of Radius Global acquiring Illuminas. They wonder if this could be the start of a more significant year of mergers and acquisitions due to a better economic outlook.

This leads to a conversation about the new US panel that Bilendi & Respondi launched following its acquisition of Netquest in December. Both Brian and Matthew liked that Bilendi was investing in a new US panel and suggested that it would experience early success because of Bilendi’s reputation.

They next discuss Kantar’s plans to combine Numerator and Worldpanel into a new company. Brian wonders if the new company plans to add features that appear from one side to the other.

They then move into the news about KS&R’s new AI tool. They discuss how its components are similar to other tools EMI has tested, which leads Brian to talk about how the test results will be released in the 2025 Sample Landscape report. Matthew and Brian also discuss the tool’s quality monitoring portion and how it might work.

In the final story of today’s episode, Matthew and Brian explore the new IPA Bellwether report’s news that market research budgets in the UK rose 3.1% in Q4 of 2024 and are expected to increase in 2025. They discuss how this might related to the US market, and Matthew gives some of his perspective of what he has seen from the sales side over the past couple of months.

Thanks for listening!

Did you miss our recent webinar, Evolving Technology and Trackers: Best Practices for Data Confidence? Get caught up and register to watch the on-demand version here.

We have released the 2024 edition of our annual report on the online sample

industry, The Sample Landscape. To stay ahead of the curve of what’s going on in the online sample industry, be sure to download your copy now. Download Here: www.emi-rs.com/the-sample-landscape/

Did you miss one of our webinars or want to get some of our whitepapers and reports? You can find it all on our Resources page on our website here.

Learn more about your ad choices. Visit megaphone.fm/adchoices

Welcome back to Intellicast! In today’s episode, Brian and Matthew are joined by two special guests to get all the details around a news story that was talked about several weeks back – the new strategic partnership between Brandtrust and Protobrand.

Joining Brian and Matthew to discuss how this partnership came about are Alex Millet, the new CEO of Brandtrust, and Pal Afzelius, the CEO of Protobrand.

Since this was Pal’s first appearance on the podcast, Brian asked him how he ended up in the market research industry. Pal tells us how he attended the Swedish School, met the co-founder of Protobrand, and hit it off; the rest is history. (You can hear Alex’s origin story here: https://playlist.megaphone.fm?e=CSN6936360131)

After learning about Pal, the guys turned to the strategic partnership between Brandtrust and Protobrand. Alex starts it by discussing the background of the relationship between the two companies and what led to their discussions and, ultimately, partnering. He and Pal then talk about how the partnership works for each organization, including how they play to each other’s

strengths. Alex and Pal even get into how the two organizations have become much more client-centric in their approach since the partnership announcement.

Alex and Pal then talk about what comes next for the partnership, including better integrating their delivery to clients and improving their combined solutions.

We switch gears for the interview’s second half and discuss TMRE, where Pal and Alex were the week after Thanksgiving. Alex gives a recap of the presentation he and Brandturst’s director of research, Chris Hole, gave called How Human Truth Builds Better Brands and Might Just Save the World! Pal gives his perspective on the presentation as an audience member.

You can watch the webinar version of the presentation here: https://brandtrust.com/explore-learn/the-power-of-human-truth-webinar-2024/

This fantastic episode gave you an inside perspective of the strategic partnership between Brandtrust and Protobrand. Be on the lookout for them on the conference circuit in 2025.

You can also learn more about each by visiting their websites:

https://brandtrust.com/

https://protobrand.com/

You can connect with Alex on LinkedIn here: https://www.linkedin.com/in/alexandermillet/

You can connect with Pal on LinkedIn here: https://www.linkedin.com/in/pal-marton-afzelius-45895aa/

Thanks for tuning in!

Did you miss our recent webinar, Evolving Technology and Trackers: Best Practices for Data Confidence? Get caught up and register to watch the on-demand version here.

We have released the 2024 edition of our annual report on the online sample

industry, The Sample Landscape. To stay ahead of the curve of what’s going on in the online sample industry, be sure to download your copy now. Download Here: www.emi-rs.com/the-sample-landscape/

Did you miss one of our webinars or want to get some of our whitepapers and

reports? You can find it all on our Resources page on our website here.

Learn more about your ad choices. Visit megaphone.fm/adchoices

Welcome back to Intellicast! We are putting the final touches on season seven. We want to thank all of you who tuned in this year; we really appreciate it.

In this year’s Best Of episode, we are going to revisit a few of our favorite interviews from 2024.

[0:54 Seconds] First up is Roddy Knowles, who made his return to the podcast after several years. He, Brian, and Matthew touched on his journey to dtect, as well as taking a deep dive into the larger fraud issue, including a few dirty secrets around data quality.

[30:15] Next up, we revisit Karin Pepin’s first appearance on the podcast this season, where we had a deep conversation about data quality. Karin explains that there is no single approach to solving data quality, but a multi-layered approach is needed.

[1:10:44] Finally, let’s look back at our conversation with Jeremy Zogby prior to the 2024 election. Jeremy talks with Brian and Jason about potential adjustments pollsters have made coming into the 2024 election. Jeremy also breaks down what pollsters and the media have learned from the past two election cycles and how it pertains to the 2024 election. This leads to a discussion around the impact the media, along with misinformation, has on polling. This was a great conversation leading into the election.

That’s a wrap for season 7. Thank you again for tuning in, and we will be back in 2025 with season 8!

Did you miss our recent webinar, Evolving Technology and Trackers: Best Practices for Data Confidence? Get caught up and register to watch the on-demand version here.

We have released the 2024 edition of our annual report on the online sample

industry, The Sample Landscape. To stay ahead of the curve of what’s going on in the online sample industry, be sure to download your copy now. Download Here: www.emi-rs.com/the-sample-landscape/

Did you miss one of our webinars or want to get some of our whitepapers and

reports? You can find it all on our Resources page on our website here.

Learn more about your ad choices. Visit megaphone.fm/adchoices

Welcome back to Intellicast! Gabby Blados returns to talk Thanksgiving and the latest news from around the market research industry with Brian Peterson.

Kicking off the episode, Brian and Gabby talk about their favorite Thanksgiving dishes and traditions. They touch on everything from stuffing and Jello salad to the time each usually sits down for Thanksgiving dinner (or, in Gabby’s case – Thanksgiving lunch).

After the Thanksgiving talk, Gabby and Brian turned their attention to the latest market research news, starting with the news of a new Board of Directors for Dynata and what it could mean for the future focus of Dynata.

This episode had two big topics: data quality and artificial intelligence. On the data quality front, Brian and Gabby discuss the new funding for the Data Quality Co-Op, the new strategic partnership between Sample Ninja and Veriff, and the new standard endorsed by the Insights Association for transferring survey data between platforms. They also discuss some of the data quality comments made on the new Research-Live podcast about how quality issues could become an existential issue for the industry.

On the AI side, Gabby and Brian touch on new research from TeamViewer that found three-quarters of decision-makers within the UK believe that AI will lead to a production boom. They also broke down the latest study released by Qualtrics, which found that most research will be conducted using synthetic data in the next three years.

This episode will get you caught up with industry news as you head into the Thanksgiving holiday.

Thanks for tuning in!

Did you miss our recent webinar, Evolving Technology and Trackers: Best Practices for Data Confidence? Get caught up and register to watch the on-demand version here.

We have released the 2024 edition of our annual report on the online sample

industry, The Sample Landscape. To stay ahead of the curve of what’s going on in the online sample industry, be sure to download your copy now. Download Here: www.emi-rs.com/the-sample-landscape/

Did you miss one of our webinars or want to get some of our whitepapers and reports? You can find it all on our Resources page on our website here.

Learn more about your ad choices. Visit megaphone.fm/adchoices

Welcome back to Intellicast! We are back with a great episode. Joining Brian Peterson and Matthew Alexander to talk data quality is the COO of dtect, and friend of the podcast, Roddy Knowles.

Kicking off the episode, Brian and Matthew catch up with Roddy on what he has been up to since the last time he was on the podcast, including what led him to move over to dtect, a new data quality platform.

After getting the low down on dtect and learning what they are all about, the guys turned the conversation to data quality in the industry. As an industry, we have been talking about data quality for some time now. Roddy gives his thoughts about the industry’s strides in tackling data quality issues and what hasn’t been done well.

Next, the guys turn their attention to the discussion of bots and how it seems to be a significant focus when people talk about data quality. Roddy gives some great insight into how bots make up a small fraction of overall data quality issues and how they are just a subset of the larger

fraud issue.

After going down a couple of rabbit holes, Brian asks Roddy where he sees data quality in the industry going over the next few years. Roddy doesn’t disappoint. He talks about how if we don’t properly address data quality issues, it could lead to the end of quantitative research as we currently know it.

This is a great conversation you don’t want to miss!

You can learn more about dtect and their solution by visiting their website: www.dtect.io

Want to connect with Roddy? You can connect with him on LinkedIn: https://www.linkedin.com/in/roddyknowles/

Thanks for tuning in!

Did you miss our recent webinar, Evolving Technology and Trackers: Best Practices for Data Confidence? Get caught up and register to watch the on-demand version here.

We have released the 2024 edition of our annual report on the online sample industry, The Sample Landscape. To stay ahead of the curve of what’s going on in the online sample industry, be sure to download your copy now. Download Here: www.emi-rs.com/the-sample-landscape/

Did you miss one of our webinars or want to get some of our whitepapers and reports? You can find it all on our Resources page on our website here.

Learn more about your ad choices. Visit megaphone.fm/adchoices

Welcome back to Intellicast! Matthew Alexander joins Brian Peterson again to discuss the latest news from the market research industry.

The episode kicks off with Brian and Matthews discussing the new partnership between BrandTrust and Protobrand. Matthew gives his perspective on what it could mean for the two organizations.

Next, the guys talk about the new long-term stake that Lac1 took in Ipsos. They speculate on what Ipsos could be using these new investment funds on.

The guys then get into a series of stories revolving around new AI tools launched across the industry. First, the guys discuss OpinionRoute’s AI feature QC Flow. This leads to a deeper discussion about overall AI adoption among the general public. The guys compare it to the new Apple Intelligence and if that will increase the adoption of AI.

The second story Matthew and Brian touched on was Toluna’s new synthetic data suite called HarmonAIze.

They then dive into new research from the World Federation of Advertisers that found that 8 in 10 multinational brand owners are concerned about how creative and media agency partners use generative AI on their behalf. This leads to a discussion on the potential ethical and legal risks of AI.

Lastly, Brian gives a shoutout to friend of the podcast, Katie Gross, on her promotion to President of Suzy.

Thanks for tuning in!

Did you miss our recent webinar, Evolving Technology and Trackers: Best Practices for Data Confidence? Get caught up and register to watch the on-demand version here.

We have released the 2024 edition of our annual report on the online sample industry, The Sample Landscape. To stay ahead of the curve of what’s going on in the online sample industry, be sure to download your copy now. Download Here: www.emi-rs.com/the-sample-landscape/

Did you miss one of our webinars or want to get some of our whitepapers and reports? You can find it all on our Resources page on our website here.

Learn more about your ad choices. Visit megaphone.fm/adchoices