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Ponderings from the PerchConversations with Priscilla McKinney, founder and President of Little Bird Marketing, an award-winning agency specializing in content marketing, lead generation, branding and design. Author: Little Bird Marketing & C-Suite Radio
Conversations with Priscilla McKinney, founder and President of Little Bird Marketing, an award-winning agency specializing in content marketing, lead generation, branding and design. As a CEO and serial entrepreneur, Priscilla's topics range from marketing best practices, the "stunning discomfort" of entrepreneurship, market research, her love of the autoharp, and other marketing oddities. Language: en-us Genres: Business, Technology Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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A Novel Approach to Data Quality in Consumer Insights
Thursday, 5 February, 2026
The incentive at every layer of market research is to pass as many respondents through as possible, which means the behavior follows exactly as you'd expect. Priscilla McKinney, host of Ponderings from the Perch and CEO of Little Bird Marketing, welcomes Joey Maddox and Henry Legard, Chief Strategy Officer and CEO respectively at Verisoul, for a conversation about where fraud prevention in market research keeps missing the mark. A LinkedIn video, equal parts nerdy and genuine, sparked the connection that led to this episode about structural problems most people in the industry would rather not acknowledge and what they are doing about it!. It can be said that market researchers today inherited a volume problem disguised as a quality solution:Sample providers get paid per respondent. Aggregators get paid per completed survey. Every middleman in the chain benefits from passing bodies through, not from stopping to verify who those bodies actually are. The result is predictable. Data quality tools chase yesterday's fraud techniques while bad actors stay three steps ahead, and businesses make million-dollar decisions on compromised customer insights. The real kicker? A worst-case scenario is aA three-week diligence survey can collapsinge entirely when someone finally checks if the data makes sense, leaving clients without answers at the exact moment they need them most. But not all respondents are fake, bad or trying to cheat the system. So, how do you let those into your ecosystem while keeping the bad actors out? "One of the crusades that we've had at Verisoul is how do you block as much fraud as possible with essentially zero false positives," Joey Maddox explains. "We need to block as much fraud as possible, but we can't just go willy-nilly blocking a bunch of people." So, it’s about striking the right balance. And they discuss new technology in this episode and how they are collaborating with other data quality experts already in the industry to make everything ship shape and better than it was yesterday! They discuss how respondent integrity matters more than response integrity now that AI makes faking expertise trivially easy. They get specific about why trap questions alone don't work anymore, how IP deduplication blocks hospital workers from taking legitimate surveys from the same network, and more. Their technology is built around one important question, “What if respondents could own their verified identity across the industry instead, choosing what to share and earning more for providing greater certainty?” It's the kind of idea that makes some people uncomfortable, which is exactly why this conversation matters. Music written and performed by Leighton Cordell Sponsors: Is your concept testing budget disappearing without driving better decisions? Most insights teams waste 30 to 40 percent of their research spend on preventable leaks. Socratic Technologies has created a free audit to help you identify what leak is costing you the most—and exactly how to fix it. Click here to download the audit today and start making concept testing that drives growth. Ever feel like your marketing plan is just... meh? You've got the pieces, but are they really working together? We often find that even when companies are doing the right things, they may not be doing them in the right order. The results are, well, no results. Curious how you can effectively evaluate your marketing efforts? Want clarity on your next best strategic move? Take our Marketing Assessment Quiz and in just minutes, discover exactly where you stand – and where you could be going. Click here and take the quiz today and don’t leave success to chance.
