Let’s not accept poor data quality as the norm.
Meet the data quality challenge with Insights Association.
The cornerstone of the insights and analytics industry's success is data quality—a measure of the condition of data based on accuracy, completeness, consistency, reliability, and timeliness. Poor data quality undermines our industry's ability to inform smart marketing and business decisions.
According to a 2023 Insights Association member survey on data fraud, one of the most pressing challenges in data quality:
56% report that fraud has affected decision-making
Improving data quality and data integrity requires innovation, collaboration, and a commitment to high standards. Insights Association supports this through:
We provide ongoing resources, tools, and frameworks focused on data quality, management, and ethics. We also promote the understanding that data quality is a shared responsibility—cutting across roles, company types, and methodologies.
Establishing a shared vocabulary across the industry helps clearly identify data quality problems and communicate solutions more effectively.
We advocate for defining fraud and quality standards that can be quantified—so organizations can benchmark, improve, and align around common goals.
We facilitate industry-wide cooperation through the Council for Data Integrity and as the U.S. lead for the Global Data Quality initiative. Together, we develop and promote shared solutions to persistent data quality challenges
The Council for Data Integrity (CDI) is a body of Insights Association member leaders and experts dedicated to evolving sample and data integrity definitions, quality standards, and educational practices. Since 2021, the CDI has produced best practices and guidelines, and it represents the U.S. in the Global Data Quality initiative.
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Insights Association collaborates with leading global associations—including ESOMAR, AQR, MRS, QRCA, SampleCon, and others—to address evolving threats to data quality across market research, consumer insights, and social research.
Toolkits, reports, and webinars that equip professionals at every stage of the research process.
Join hundreds of organizations committed to upholding the highest standards of data quality.
A declaration of fair treatment for research participants—building trust and improving the research experience.