Quality Is the Starting Point

Quality Is the Starting Point, Not the Selling Point

April 15, 2025

In market research, quality should not be a premium service—it should be the default. Every research project, whether small or large, should adhere to strict quality standards without an additional cost. No one should have to pay extra for clean, well-sourced data. A survey free from fraud, bias, and inconsistencies isn’t a bonus—it’s the bare minimum expectation.

However, ensuring and proving that quality is what requires additional investment. What businesses actually pay for is the proof of that quality—the documented checks, validations, and safeguards that ensure the data is reliable and actionable.

This includes: ✅ The availability of validation ✅ Feasibility checks and incidence rate verification ✅ Transparent documentation such as sampling methods, logs,... ✅ Secure data handling and compliance reporting

The True Cost Lies in Verification

Maintaining a paper or digital trail of quality controls takes time, effort, and resources. When clients demand proof that their data meets industry standards, they are not just paying for the data—in a way, you are not paying for the audit/compliance measures/certifications; however, you are paying for audit trails, the proof that it did happen in the specified time and way.

These safeguards are essential for maintaining credibility. However, whether they are included in pricing upfront or treated as an added service depends on the business model.

The Pricing Dilemma: Include It or Offer It Separately?

Some research providers build these verification processes into their base pricing, ensuring every project comes with documented proof of quality. Others offer them as an add-on service, allowing clients to choose the level of verification they require. Either approach works, as long as there is transparency. If your client is asking for more evidence and confirmation or even if they are looking for unusual strict QC measures, for instance, in the speeders definition (what is the accepted genuine length of the interview) to be closer to 50%-75% of the median survey length, in that case, an agreement must be in place to accommodate for the implications on the CPI.

At the end of the day, no one should have to pay for quality itself—only for the evidence that guarantees it.