Data Gurus

Charlie Allieri, CEO of Imperium, joins Sima on today’s show to discuss data quality in the market research space. Imperium offers a full suite of solutions, but their goal is to help customers with data quality issues that they’re dealing with. Data quality in the market research space usually aligns with people and machines who are intentionally providing bad data (also known as fraud).  A Device Solution RelevantID®  is a solution that focuses on the device, ensuring that the device isn’t coming back multiple times trying to take a survey. This involves digital fingerprinting and de-duping and represents the first level of defense. On top of this, there are other indicators and data points that can be used to triangulate in order to get a more precise determination on whether that person is really fraudulent or not. Measuring the Bad and the Good The Verity® service they offer has two parts: the first part is making sure the respondents are not bad, and the second part is verifying the respondents