Data Quality at the Center: Takeaways from CRC2025

Last week, we attended CRC2025 by Insights Association and there continues to be a consistent theme from the conference. “Insights are only as strong as the data behind them.”

From keynotes on leadership and change to panels on fraud detection and sample integrity, the sessions underscored a shared truth: while what it takes to have quality data constantly changes, it is essential that research services stay ahead of the curve when it comes to data quality.

Championing Excellence in Sample Quality

Buyer satisfaction with online sample is skewed toward speed and price, while quality consistently underperforms. The panel on excellence, featuring Bob Graff (Market Vision Research), Kristen Denver (American Greetings), Melanie Courtright (Insights Association), Rachel Alltmont (SampleCon), and Ronda Slaven (Synchrony), highlighted a pressing industry reality:

The numbers tell the story:

• Disqualification rates in the past three months reached 30% for B2C and 40% for B2B samples.
• Satisfaction is higher for B2C than B2B, but both fall below expectations when it comes to quality.

These findings underscore the urgent need to reset trade-offs between cost, turnaround time, and integrity.

Reading Change, Leading Change

Addressing changes in addressing data quality can seem chaotic. Especially as we navigate AI, new fraud challenges and evolving tools. But to Cecily Sommers’ point in her keynote, “Change isn’t chaos, it’s a cycle and to lead change, you must first learn to read it.”

There is a call for commitment when it comes to meeting the “cycle of change” in data quality. However without integrity in our data supply chain, innovation risks collapsing under its own weight. The call for adaptability is anchored in a commitment to trustworthy, reliable insights.

The Chain of Trust

Ensuring quality across every link of the chain is essential to maintaining trust. Sample integrity is crucial and as Todd Eviston (C&R), Alexandrine de Montera (Full Circle Research), Juliana Wood (CIRQ), and Melanie Courtright (Insights Association) shared, this is not a light or easy task. Excellent resources are available from Global Data Quality and CIRQ.

Spotting Fraud Before It Spreads

Fraud isn’t static, and our defenses can’t be either. In “Spot the Fraud,” Steve Snell (Rep Data) and Laura Wronski (Google) highlighted how fraud comes in all shapes and sizes. Their game show pitting the corporate side vs the supplier side was a hoot and a perfect way to wrap up Steve’s “Hot Fraud Summer”.

Paradigm’s Perspective

Quality cannot be the variable we compromise as integrity of our data supply determines whether insights can be trusted. At Paradigm Sample, we see data quality as both our greatest responsibility and our greatest differentiator. We champion rigor, transparency, and accountability because without them, even the most advanced tools fail to deliver meaningful impact.

As we build on the expertise and energy shared at CRC2025, one thing is certain: the future of insights belongs to those who put quality first.