Steven Snell, PhD

EVP & Head of Research

Rep Data

Steven Snell, PhD, advises on survey programs for brand, product, employee, customer, and marketing research for Rep Data. Most recently, he led the Research Center of Excellence at Goldman Sachs. He previously led consultancies at Qualtrics and Duke University, advising hundreds of B2B and B2C, academic, nonprofit, and government clients. Steve's expertise includes questionnaire design, concept and product testing, segmentation, experimental design, brand tracking, and longitudinal research. He holds a PhD in Politics from Princeton University and attained further training in survey methods as a postdoctoral fellow at the Initiative on Survey Methodology at Duke University. Steve is a member of the American Association for Public Opinion Research and serves on the executive committee of the Market Research Council as President.

Sessions

Apr 30

4:20 PM - 4:40 PM EDT

Blue Stage

Data Quality

Tech & Software Companies

The Great Fraud Face-Off: Quality Data vs. Fool's Gold

Survey fraud is the fool’s gold of research. It looks good on the surface, but adds bias and error that make well-informed business decisions harder to reach. The issue is serious enough that we made a game of it. Join researchers from Google and Rep Data as six on-stage contestants face off to spot quality responses versus fool’s gold fraud.
Key Takeaways:
1. Tech-enabled bad actors use sophisticated tools to pose as high-quality survey respondents
2. Data cleaning catches inattentive responses but misses most tech-enabled survey fraudsters
3. The best defense against fraud combines survey responses with paradata on how and by whom they were

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