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In modern market research, data collection is becoming more and more digitalized. Agencies often form a wide variety of data blends in order to best fit their objectives and budgets. Regardless of the data source, the data quality has to always be verified in order to obtain meaningful insights. The task of keeping poor performers, speedsters, over- and under-reporters and all sorts of other quality deviations at bay is much harder when so many data

Market research (MR) is here to the rescue, trying to explain why we all act the way we do, at least as consumers. For all of us professionally involved in research, it is clear that most of the answers appear in the consumer subconscious and for whatever reason vary in time. Quite a lot of words to simply say that in order to know what is in the consumer’s mind, we need to get on