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Data Quality

Blog Advertising
The state of creative effectiveness today: Research, trends and insights
October 12, 2026
Understanding creative effectiveness requires more than looking at a single campaign or a single year's trends. It means looking at how consumers respond to advertising over time. Zappi has been ...
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Blog Data Quality
5 steps to better quality consumer insights data
April 27, 2023
The vast majority of innovations fail. At least half of advertising spend is wasted. We’ve all heard the stats and expert quotes on these topics, so we don’t need to repeat them here. Because at the ...
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Blog Data Quality
Introducing the Zappi Quality Score: Helping the research industry fix data quality
March 30, 2023
The market research industry has a problem. Survey research remains an important tool that most companies use to understand their consumers. And these companies expect their survey data to always ...
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Blog Insights
6 benchmarks to put your consumer research in context
March 28, 2023
Good data tells a story. But a single data point on its own doesn’t have much to say. Imagine your colleague mentions that their latest LinkedIn post got 5,000 views. That sounds like a pretty high ...
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Blog Data Quality
Why your data needs to account for cultural response bias
February 22, 2022
When conducting global research, you may have found yourself asking: How do cultural differences affect the way people answer surveys? When are differences statistically significant and when are they ...
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Blog Data Quality
4 types of bad verbatim responses: Why they 'Shall Not Pass' at Zappi
June 25, 2020
Data is the essence of good market research. The quality of that data is the foundation of trust that you and your business make decisions on. But the quality of online data has always been the ...
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Blog Data Quality
If data were dating: meta-analysis in market research
May 2, 2019
Getting married after just one date You’ve been on a date and it went well. You talked, you connected and you learned a lot about your date. So much so that you feel you are ready to make a big ...
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