Infographic: Understanding Flawed Data

Recent research from Kroger’s 84.51 data analytics subsidiary indicates that brands may be basing big business decisions on fundamentally flawed data.

84.51 explored how sample quality impacts research outcomes by comparing different sampling methodologies and found that only 25% of people in more traditional research recruiting methods should qualify for a study.

Key takeaways highlighted in an infographic from 84.51 (see below) include:

• Self-claimed respondents often overstate key metrics and are not representative of actual customers, which can lead to flawed data and costly business decisions. 75% of self-claimed respondents misstated their purchase behavior and should not have been in the study sample.
• Behaviorally verified research recruits respondents who have actually purchased relevant categories/brands or displayed specific behaviors in a category (e.g., declining spend) confirmed by transaction data, which increases survey incidence and speed to a final sample.
• Even behaviorally verified respondents have faulty memories, which further reinforces the value of utilizing transactional data and other first-party data for verifying responses.
• Commitment to quality research and surveying respondents who match the criteria saves significant marketing expenses and time.