Consumer trust has been on our minds lately. We’ve seen first-hand how building an environment that puts consumers first can positively impact data quality and insights outcomes. Our CMO Paul Neto wrote about it in his most recent article for MediaPost, “Trust is the path to accessing better consumer data.”
As companies seek better consumer insights in a swiftly changing marketplace which is becoming more digital by the day, old ways of doing things won’t suffice. Decision-making needs to be driven by a more complete data picture, including both traditional survey information and data surrounding the activities people are conducting on their phones and online. Paul writes, “This is a place where traditional research collection methodologies have a blind spot.”
Measure’s recent white paper, Is Trust the Solution to Dirty Data?, uncovered results from our research-on-research that showed a clear path toward uncovering this critical information. We assigned respondents a “quality score” based on a number of heuristics. Paul writes: “What we found was that respondents operating in an ecosystem that prioritized privacy, data control, transparency and accountability received a higher quality score across the board.” View the paper to find out more!
Building trust with consumers can help businesses have more success in mining holistic insights based on behavioral, or passive, data collection. In another recent study, we found that 78% of community participants said they were likely to share account level data with brands and researchers. To tap into this important data, we recently launched “Retro,” a solution that operates inside the private, trusted, permission-based environment of our MSR app. It helps gain insights into things like app usage metrics, device behaviors and media consumption.
Paul concludes his MediaPost piece with: “Trust is the essential ingredient for the future of consumer insights, both when it comes to data quality and gaining a holistic view of behavior, sentiment and motivations.”
View the complete piece here: https://www.mediapost.com/publications/article/358385/trust-is-the-path-to-accessing-better-consumer-dat.html