A framework for smarter survey research  

June 11, 2026, at 10:00 a.m. ET/3:00 p.m. U.K. Orange rectangular button with “Register Now” written in all caps and white text.

aytm logo. Two speech bubbles, one blue and one gray slightly overlapping. To the right, aytm is written in lower case, navy letters.Data quality issues of all types are highly pervasive in market research, yet most researchers never see a clear picture of what's actually happening inside their studies. Without transparency into where problems occur and how they're resolved, it's nearly impossible to build the judgment needed to design better research over time. 

In this session, Jonathan Goodbread, head of data quality strategy at aytm, shares a six-layer framework for thinking about data quality end-to-end: from who enters your survey, to how responses are analyzed and how survey design choices affect the data you collect. Drawing on aytm's approach and commitment to data quality transparency, Goodbread will explore what the data actually reveals about real-world research quality and what that means for how researchers should be thinking about their own programs. 

Key takeaways:

  1. A practical six-layer framework for evaluating data quality across any research program.
  2. A clearer understanding of which quality threats are most prevalent and which are easier to miss than you'd expect.
  3. Concrete actions for improving panel integrity, survey design and response analysis.
  4. A leading perspective on where data quality innovation is heading and what it demands of researchers today.

Presenter: 

Jonathan Goodbread’s headshot on a gray background.

Jonathan Goodbread, head of data quality strategy, aytm 

Jonathan Goodbread is head of data quality strategy at aytm, where he works to strengthen research quality, improve respondent and sample integrity and advance trustworthy data practices in modern insights. With a background spanning AI, survey methodology and data analytics for market research, he brings a practical perspective on how data quality can support better decision-making.