Fabian Gruss

How reliable are survey data when AI bots complete questionnaires and complex screeners deter real consumers? While budgets tighten, recall bias undermines data quality. Numerator data shows: Up to 79% of shoppers in Germany misremember purchased brands. We explore these findings, the benefits of verified buyers and why in 2026  competitive advantage won’t come from more data, but their validity. Key Takeaways; 1. Recall bias undermines survey data: up to 79% of shoppers in Germany misremember purchased brands 2. Surveying verified buyers improves reliability as it minimises recall bias and eliminates ai bots. 3. In 2026 key differentiator will no longer be data quantity but the quality of survey responses.