Ponderings From The Perch

Can you defend your research insights if stakeholders challenge them? On this episode of Ponderings from the Perch, the Little Bird Marketing podcast, host and CEO Priscilla McKinney talks with guest, speaker and Full Circle Research Chief Product Officer Alexandrine de Montera about the critical shift in market research data quality standards. They explore how industry events have transformed client conversations from focusing on speed and cost to demanding defensible, transparent research practices that can withstand scrutiny, even from stakeholders. Montera shares how Full Circle Research has evolved from treating quality as a back-end function to making it a strategic differentiator. AI presents opportunities and threats in fraud detection, creating data that may look good, but is actually bad, requiring human validation and manual oversight to identify correctly. They explore the challenges of maintaining customer insights integrity while meeting demands for faster research panels and more sophisticate