LONDON, Sept. 2, 2020 /PRNewswire/ -- Measure
Protocol, the ethical person-based data marketplace powered by
blockchain, has released a new paper on market research data
quality called "Is trust the solution to dirty data?" The paper
explores the results of a recent study on the effect of trust
principles such as data sovereignty, privacy by design, fair reward
and transparency on data quality. With a side-by-side comparison
between data collection using these principles and traditional data
sources, the new publication provides a detailed examination of
various quality metrics.
Guy Wates, Director of Operations
and Programmatic for Measure Protocol, said, "Data-rich industries
like market research are facing ongoing challenges that affect data
quality, with poorly implemented automation in the industry, dismal
user experience, and extremely low compensation rates just to name
a few. We wanted to test how these newer approaches based on
building trust with the consumer could impact quality. By using the
right technology can consumers and businesses come to trust each
other again?"
Measure conducted a research initiative around quality across
its own mobile-only network and also across three other prominent
data collection networks that provide access to survey
participants. The questionnaire was built with a combination of
standard questions used in the industry to gauge quality and a
number of questions specifically adapted to our approach. The
research was conducted in each network at the same time to control
for any timing effects. The samples were also controlled by age and
gender to ensure adequate comparison of results across sources.
The result is "Is trust the solution to dirty data?" which
explores study results and sets out a guideline for defining
quality, trust and future research. The paper illustrates a first
step in establishing that data quality can be positively affected
by a focus on consumer data privacy and control, user experience,
compensation, transparency, accountability and more.
Respondents in the Measure network outperformed across a number
of dimensions which led to a greater quality score. These
participants:
- Were less likely to speed through the survey (took 10% more
time than the average)
- Were 50% less likely to be caught by one of the trap
questions
- Were less likely to over-claim products they purchased in the
last three months or over-claim tech products they owned
- Were less likely to be influenced by order bias and closer to
the population mean for measures such as left-handedness in both
the U.K. and U.S.
- Attained a higher derived quality score in the study on
average
The full paper puts these findings into context and can be
downloaded here: www.measureprotocol.com/quality
Wates continued, "These principles are proving to be a form of
'honesty priming,' which has already been proved to positively
influence data quality. They can have a far-reaching impact on data
cleanliness and consumers' overall willingness to share for
holistic insights."
Measure is partnering with Women in Research (WIRe) for a
webinar to discuss the findings of the study and how market
researchers can start to build trust with their own audiences for
better data quality. Register here for the session on 23 September 2020 at 11am
EDT.
About Measure Protocol
Measure was founded by a group
of media, ad tech, and market research technology veterans. Created
to help consumers take ownership of their data and address data
quality issues for buyers, Measure is an open blockchain-based
protocol that facilitates a marketplace for person-based data where
individuals take control of their data and monetize it directly
with researchers, advertisers and brands. Consumers contribute data
by completing surveys and other data-generating tasks or by
providing access to existing data sources such as health and
location from within the company's MSR App. Founded on principles
of data sovereignty, privacy, transparency and fair compensation,
Measure provides an ecosystem that addresses challenges faced by
the market research, advertising and AI industries. Measure
Protocol won the 2019 ASC / MRS Award for Best Technology
Innovation. www.measureprotocol.com @measureprotocol
Media contact: Marie Melsheimer,
246654@email4pr.com, 541-815-3951
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SOURCE Measure Protocol