Data Quality is Rooted in a Strong Research Design 

September 25, 2025, at 12 p.m. ET/5 p.m. U.K. Orange rectangular button with “Register Now” written in all caps and white text.

Data quality begins with the respondent experience and the research task. Smart research design ensures a better respondent experience, ultimately leading to better data quality and more actionable insights. As teams are being tasked with doing more with less, research is often overdesigned, with too many objectives. This can lead to lengthy sessions, long questionnaires, too many different task types leading to respondent fatigue and lower-quality data. We approach research design with the respondent experience in mind and start from there to ensure research objectives are met. 

Presenter:

Lisa McGurk, vice president, Blueberry 

Lisa McGurk believes the most important metric for a business is the value it delivers to its customers. She believes marketing research is at the heart of understanding and creating customer value. Whether the research is strategic or tactical, the insights should focus on answering business questions, anchored in consumers’ expressed needs or underlying needs.