The headlines in our industry lately have been a wake-up call. Allegations of poor-quality or even falsified data have underscored a critical truth: in market research, the risks of bad data are real—and they’re rising.
For consulting firms advising the world’s leading brands, data is more than an input. It’s the foundation of billion-dollar strategies, M&A decisions, and high-stakes recommendations. When that foundation is compromised, so is client trust—and the potential for impact.
That’s why quality in market research isn’t just important, it’s non-negotiable.
At Dynata, we’ve made quality the cornerstone of our business. Our proprietary QualityScore is the heart of how we measure, maintain, and improve data quality across every respondent and every project. This dynamic scoring system continuously evaluates behaviors, engagement, consistency, and fraud signals—ensuring you get real, reliable, human insights.
This commitment to excellence has earned us the highest score ever awarded by the Insight Association’s Certified Quality program, the industry’s top independent standard. It’s recognition we take seriously—because our clients depend on it. It’s a distinction we’re proud of because it reflects the standards we hold ourselves to—and the expectations our clients have.
And we’re not standing still. As AI-generated content and bots increasingly flood the data ecosystem, it’s becoming harder to distinguish signal from noise. At Dynata, we’re tackling this head-on—with innovation that matches our commitment to quality. We’re leveraging AI across every step of the research process: detecting fraud in real time, optimizing sample design, and improving respondent engagement. In short: we’re using AI to fight bad data and raise the standard.
As consulting firms reevaluate their research partners, one thing is clear: quality is no longer negotiable. Firms are demanding transparency, accountability, and expertise. We welcome that shift. It raises the bar for the entire industry—and reaffirms the value of working with trusted partners.
If you’re rethinking your approach to market research, let’s connect.