MRS and Top UK Firms Launch 'Better Data' Initiative

UK industry association the Market Research Society (MRS) has launched the 'Campaign for Better Data', which will offer guidance and training to help the sector 'strengthen and evolve' the quality of its outputs, and reinforce public trust in research.

The society says the Campaign builds on the Global Data Quality Initiative it launched last year, in collaboration with wider insights organisations globally, and coincides with the UK government's drive to establish the country as 'a world leader in AI' which it believes can provide the sector with 'a significant opportunity.' The rise of AI can boost efficiency and help researchers focus human attention on key value-added functions, but also has the potential to exacerbate problems of misinformation, according to the MRS.

The country's biggest research companies, including leaders Ipsos and Kantar, are founding members of the collaborative group which will look 'to shine a spotlight on and improve data quality through the sharing of experience and best practice.'

Ipsos UK and Ireland CEO Kelly Beaver comments: 'The issue of client and participant trust is central to the future of our industry and continuing to deliver data of the highest quality is of paramount importance. Demonstrating how to responsibly harness the game-changing potential of AI, particularly as we further embrace synthetic data is key, understanding that without quality real-world data there can be no quality synthetic data.' Caroline Frankum, Chair of Kantar's Profiles division, says MR professionals need to combine 'to proactively combat increasingly sophisticated survey fraud, give increasingly time-poor panellists an engaging experience, and ensure our data quality standards are fit for purpose in an era of AI and LLMs.'

With the launch, the MRS has issued fresh launches the campaign with fresh Guidance on using AI, synthetic data and related technologies (www.mrs.org.uk/standards/guidance-on-using-ai-and-related-technologies ) ; and is running new training courses focused on skills to ensure data is accurate and transparent. It is also due to hold a Data Driven Insights Conference, on 3rd July. CEO Jane Frost comments: 'Research has a unique role to play in today's 'post-truth' society, and strengthening people's trust in the data we produce is more important than ever. Achieving this will require investment in time, people and systems across the sector. We've been working behind the scenes with our Company Partners to develop the resources and guidance to help researchers build the skills needed to maintain rigorous data quality, and navigate and cut through the impacts of misinformation. After all, data is only as powerful as the people working with it.'

Web site: www.mrs.org.uk .