RONIN joins the GDQ Data Quality Excellence pledge

At RONIN, we’ve spent 25+ years transforming complex B2B market research projects into high-quality actionable data insights trusted by global businesses. To reinforce our ongoing commitment to quality we've signed the GDQ Data Quality Excellence pledge, joining over 100 organisations globally who are committed to how market research delivers truth.

For RONIN it is more than a compliance checkbox, it’s providing confidence to our clients within an industry where bad data costs time, opportunities and more importantly trust. We believe quality data isn’t just a deliverable; it’s the foundation of every decision that matters. It’s the core part of our DNA built into our processes and is factored into everything we do. The GDQ pledge is our promise to protect our participants, fight fraud and future-proof our project insights.

What Is the GDQ Data Quality Excellence Pledge?

The GDQ pledge is the market research industry’s answer to fraud, mistrust, and murky data practices, providing the global standard for organisations that refuse to cut corners – and is a natural fit for RONIN.

At its core the pledge’s five-part framework demands:

Uphold rigorous standards:

• Real people, real consent: Rigorous checks to ensure a participant is who they say they are and full understand how their data will be used. No bots, no fake profiles. 
• Secured surveys: End-to-end encryption, fraud detection algorithms, and ISO-certified protocols.

Provide transparency:

• Be upfront about data quality: Clearly communicate metrics on data accuracy, sample origins, and methodologies (like ISO 2O252 and GDPR compliance)
• Speak the same language: Replace jargon with industry-approved terms, it should be clear to both client and participant what is meant. 

Protect participants experience and rights:

• Prioritise privacy: Follow national and international ethical codes and comply with local and global privacy regulations, GDPR is not just a checkbox it is essential. 
• Design with thought: Create surveys that are clear, concise, and fair. This means better data and a happier participant experience.

Educate and collaborate:

• Ongoing training: Actively train employees and partners and regularly review standards. 
• Share the playbook: Contribute to GDQ working groups and be involved in industry best practices discussions. 

Active participation: 

• Memberships: Maintain active membership in GDQ partner associations (like MRS and ESOMAR).

As Debrah Harding of The Market Research Society explains: "This initiative ensures insights are as reliable as they are impactful." For RONIN signing means doubling down on what we already do - with sharper tools, clearer benchmarks and a louder voice in shaping industry standards.

Why Data Quality Matters 

At RONIN, we know that decisions are only as good as the data they are based on. Poor-quality data distorts truths, derails strategies and drains budgets. Here are some costs of bad data in market research: 

• Wasted budgets: Flawed data leads to misguided campaigns, irrelevant surveys, and wasted participant incentives.
• Strategic blind spots: Bots or fake participants distort real preferences skewing the research which can lead to misread trends, misallocate resources, and miss growth opportunities.
• Compliance ticking time-bomb: GDPR fines await companies using non-compliant or unethical data practices. 
• Reputational disgrace: Client trust will be impacted, even one flawed dataset can taint a long-term partnership.

For businesses relying on market research to make critical decisions, poor-quality data isn't just inconvenient - it's costly. Gartner estimated that poor data quality costs organisations an average $12.9 million. 

How RONIN Ensures Data Quality

Our technique is not to just solve problems, but to instead prevent them from occurring in the first place. By combining our expertise with cutting-edge technology, and accountability we ensure every dataset is built for accuracy and reliability. We employ a multifaceted approach to ensure the validity and reliability of our research participants:

1. Advance validation techniques: We identify bots, duplicate responses, and suspicious patterns before they corrupt insights through multi-step screening, ensuring only high-quality participants are included.
2. Certified quality standards: From survey design to data cleaning, we validate every step adhering to internationally recognised standards like ISO 20252 and ISO 27001.
3. Cultural intelligence: We know that surveys that respect local norms and languages yield better responses. We avoid slang that doesn't translate and ensure participants feel understood and respected.
4. Diverse recruitment channels: By combining telephone outreach, online methods, and digital campaigns with our proprietary internal database, we access a broad spectrum of qualified professionals.
5. Sample transparency: Our clients benefit from detailed documentation on participant sourcing and recruitment methodologies, giving trust in the insights we provide. 

The Impact Of Signing the GDQ Pledge

Signing the GDQ Data Quality Excellence Pledge is not just a milestone; it is an ongoing commitment to innovation and accountability. We will continue refining our processes, educating stakeholders on best practices, and collaborating with industry leaders to elevate research standards worldwide. At RONIN, quality data leads to better insights - and better insights drive success. Together with our clients, we look forward to shaping a future where trust in research is unwavering.

Need insights you can trust? Contact RONIN to learn how our GDQ-aligned approach delivers market research built for impact.