The quest for better quality data in market research has seen several industry-wide campaigns launched to tackle the issue. But what does better data look like in practice? And what can research firms do to boost data quality?

Liam Kay-McClean, deputy editor at Research Live, hosts a roundtable discussion with three market research professionals to talk about examples of better data in practice, what we can learn from them and some of the key issues that the industry needs to address.

Featuring:

• Liam Kay-McClean, deputy editor at Research Live
• Eileen Irvin, co-head of Ipsos in the UK’s Survey Research Methods Centre
• Jessica McCarthy, senior researcher at The Financial Times
• James Lavell, general manager at Kantar Profiles