High quality data has always been essential to any segmentation but can be totally ruined poor quality data.

Without rigor, research is worthless, becomes fiction, and loses its utility. As such it is important before analysis that data captured is reviewed and validated.

Sadly as the market research industry has grown and due to the steady proliferation of automation, fraud is becoming more common place and harder to detect. Not all market research companies are credible, so what are some common signs of fraud when examining data:

Speed of interview

Where you have a significant amount of responses where there’s been a much shorter time for the survey to be completed, it may be the sign of an automated solution. Automation is now at the stage where response time can be randomised but you may still see a large number of surveys which all took exactly the same time.

Differentiation in data

While there will always be patterns and trends when asking questions to a group with shared characteristics, there should always differentiation in your data. Where you are getting a large volume of people from the same area, where whole phrases are being used consistently etc These could all be signs of fraud.

Consistency of responses 

Where responses are all answered very  consistently this could be a sign of fraud. As an example where answers are all spelt perfectly and with the first letter capitalised, this just doesn’t relate to the human nature of surveys where spelling mistakes happen. Another example of this would be an unusual amount of people refusing to give their age, or scale questions always being answered the same.

Bonamy Finch are the experts on segmentation  and have put in place a number of robust measures to ensure all our data is of the highest quality. With over 1500 successful projects we combine insight from multiple sources and techniques. Multi-national organisations turn to us for their challenging projects, to find out why you should to: sign up for our next event or get in touch


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