Data quality issues in market research are persistent and pervasive. Have we been focusing on the wrong things to fix them? As we continue to combat problems like fraud, speedsters and professional respondents, perhaps we should instead shift our attention to the elephant in the room: TRUST. We conducted some research-on-research on the topic of consumer trust in market research, with interesting results. We wanted to find out if the right combination of technology and core trust principles would result in consumers behaving differently when they respond to data jobs. If so, is there a chance that consumers and businesses can come to trust each other again?
1. Examine the impact on survey participation and behavior when introducing the trust principles of data sovereignty, privacy by design, fair reward and transparency.
2. Dive into new research results that illustrate how respondent behavior changes in traditional vs trust-based environments.
3. Understand how implementing trust principles can be a form of "honesty priming" for far-reaching positive impacts on the market research industry and new data opportunities.