The one overlooked downside of solving data quality is the impact it has on the overall respondent experience.
Panel, fraud tool, survey tool, and many redirects in the respondent journey cannot be enjoyable for anyone.
All the checks everyone puts in place are just increasing the overall length of the survey, and it just annoys the respondent who wants to give good and thoughtful answers.
Who wants to write the colour you asked them in the question? By the way, bots are easily passing those these days.
The future is blending data quality checks into “normal” questions where respondents won’t even tell that we checked them off as a good respondent.
That’s the only way we can avoid damaging the respondent experience which is of course really important.
Even if you pay someone to fill out a survey, that doesn’t mean you can hit them with anything you want. I mean, you can, but don’t be annoyed at the results and the lack of attention. 🚶🏼
P.S. All this and much more I discussed on Insights Future Live 05 episode with JD Deitch. Link to the full episode is bellow.
