Stop sabotaging your research! Why respondent quality matters and how to ensure data integrity

Tuesday, June 28, 2022 at 12:00 EDT

Have you ever completed a research project only to find your data is plagued with fraudulent responses? Poor data can result in money wasted on pointless research, faulty research conclusions, and the worst case scenario: product or campaign failures!

Representatives from L&E Research, Procter & Gamble, and Zinklar will discuss challenges the research industry faces when sourcing recruitment and data collection from suppliers. Our panel of fraud-busting experts includes: Tia Maurer, who brings over 20 years of research experience with P&G; Efrain Riberio, with more than 25 years of industry experience and an emphasis on respondent fraud, including advising roles to multiple research providers and industry associations; and L&E Research’s Kelli Hammock, who has close to 20 years of experience in qualitative recruiting; discussion to be led by L&E Research’s CEO, Brett Watkins.

During this webinar, we will discuss:

  • Why the industry has experienced an uptick in fraudulent data over the past few years, and how this experience differs within both quantitative and qualitative respondent pools
  • Qualitative controls that your panel provider should implement to ensure data integrity
  • Why companies should be utilizing quant/qual hybrid methodologies to collect data
  • Steps the industry can take to mitigate the incidence of bots and fraudulent panelists

Tia Maurer

Tia Maurer is a seasoned product researcher with over 20 years of experience in consumer centric research and product development at the Procter & Gamble Company. She has designed, developed and piloted many emerging consumer research methodologies to fuel product innovation for the Cascade, Olay, Pantene, Herbal Essences, Head & Shoulders and Microban 24 brands. In her spare time, she is a ballroom dance instructor and trustee for the Miami Valley Veterans Museum. Read more

Efrain Ribeiro

Efrain Ribeiro is one of the leading online panel experts globally, with in-depth knowledge of the respondent sourcing, online sampling, and data quality best practices. During the last 25 years, he has been Global Head of TNS Access Panels, of Ipsos Access Panels (IIS), COO of Lightspeed (Kantar Access Panels) and CRO of Kantar. He was a founding member of the ARF’s Foundations of Quality that developed the initial measures to improve the quality of online research. He was also on the committee at ESOMAR to establish their 28 Questions to Help Buyers of Online Samples. Most recently as an industry consultant, Efrain is advising innovative start-up research companies, such as Zinklar, on how best to leverage automation and create high quality respondent sources. Currently he is a key member of CASE, an industry organization working with Brands to improve the quality of online sample, and was instrumental in conducting the Industry’s first research on respondent Fraud in the US. Efrain is also an avid photographer and focuses on jazz musicians and the local venues where they exercise their craft. Read more

Brett Watkins

Brett Watkins is CEO of L&E Research. L&E Research is the premier qualitative research solutions company that provides nationwide recruiting, advanced technology and industry-leading client service. With seven offices throughout the US and nationwide reach, L&E helps brands unlock powerful business insights. When not working, Brett’s passions are wine, physical fitness, taking his dog Riggo for walks, and anything sports related, including his middling golf game.Read more

Kelli Hammock

Kelli Hammock has almost 20 years of experience on the supplier side of qualitative market research, including recruitment, project and database management, and survey programming. Since joining L&E Research, she’s leveraged that experience to assist the team with screener development, research design, scoping out proposals, and providing consultation to assure projects with unique or complex methodologies are set up for success. When not providing research solutions to L&E Research’s clients, Kelli enjoys playing overly intricate and complicated board games, working jigsaw puzzles, and spoiling two ridiculously adorable dogs!Read more

Event Details

Guest Speakers: 
  • Tia Maurer, Group Scientist, P&G
  • Efrain Ribeiro, Advisor, Zinklar
  • Brett Watkins, CEO, L&E Research
  • Kelli Hammock, Senior Client Solutions Manager, L&E Research

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