Crime Scenes & Clean Data: When Research Gets Real

Check out the full episode below! Enjoy The Exchange? Don't forget to tune in live Friday at 12 pm EST on the Greenbook LinkedIn and Youtube Channel!

Data quality is under fire — and the industry is fighting back. Fresh from IIEX, Karen Lynch shares how market researchers are tackling fraud with interactive games, new tech (like eye-tracking and LinkedIn verification), and a mindset shift that treats data like a crime scene investigation.

Karen Lynch and Lenny Murphy also dig into big moves reshaping the landscape: the Apollo and Canovo merger, the launch of independent intelligence firm Covo, and why startups like Pureprofile are growing against the odds. Plus, an honest conversation about whistleblowers, corporate responsibility, and how the industry must stay human even as AI rises.

Many thanks to our producer, Karley Dartouzos. 

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Transcript

Lenny Murphy: And there we are.

Karen Lynch: Here we are.

Lenny Murphy: We'll just get started, right? Yeah, let's jump in. So welcome back, Karen, from a busy week last week.

Karen Lynch: Thank you. Thank you. So let's just do the full disclosure. This is a prerecord, friends. This is Millennia Nights, Thursday, May 8. And that's just because tomorrow I'm headed to Yale University's Insights On conference, which we can talk about next Friday.

Lenny Murphy: Yeah, expect a full debrief. Absolutely.

Karen Lynch: I will do that. I will do that and tell you what's happening coming out of that, that programming. And yes, and today, of course, I'm not in my own office. I'm in my, in my parents' home as indicated by said course.

Lenny Murphy: So I'm flexibly working today. You know, flexibility, that's the name of the game, isn't it?

Karen Lynch: Exactly. That's how we roll. I mean, there's so much to talk about and where do we begin?

Lenny Murphy: Where do we begin? Give, give, give, give your, your take overall, and there's lots of other takes that we could throw people some links to.

Karen Lynch: I mean, for everybody listening, all you really have to do is go onto LinkedIn, look up hashtag IIEXNA and find all of the posts of people who are still unpacking what was a really fabulous week of learning and kind of learning and connecting and energy and excitement massive amounts of intellect around the industry being shared. Lenny, I feel like I had wished you were there a few times with some of the conversations I was having because people felt like this event in particular, maybe because there was so much to talk about with data quality and all that, but it felt really, really true to the roots of what IIX was founded for. And that was kind of the exchange of ideas and solutions and methodologies and technologies. And it just was really what I would call an event that was and will continue to be a catalyst for the rest of the year. So pretty electric, pretty exciting. Good. I am sorry you missed it. That's what we tried to do.

Lenny Murphy: I am sorry I missed it as well. Although there were so many posts on LinkedIn that I felt that I had a good sense of what was going on overall. But, but the, I think that my some, my takeaway, and from what you're saying, and that was the, it's interesting when you have an event, and everybody gets together. And when you're detecting trends, and what we've been doing of talking about all these different data points, and kind of threading them in, a magic that happens at an event like that, where it seems to coalesce, you're like, Oh, yeah, this was not just me connecting amorphous dots, like, oh, I see it. I see it happening right here. It's kind of a pivot point overall. So that was my takeaway, that there is a sense of everybody recognizing, oh, yeah, the industry really is changing. There is this whole other future that's emerging. These are the folks that are going to have to find that and build it over time. And all of those threads just kind of came together. A pretty fair assessment?

Karen Lynch: Yeah, and I think, you know, part of what was fantastic, kind of serendipitously fantastic, is, you know, our logic group, our title sponsor, you know, the title sponsor speaks pretty early on at these events, they're like number two on the agenda, right? So we kick things off with somebody from Capital One, which is, you know, Capital One is very, I don't want to say they own DC, but, you know, that's the Capital One arena, and there's Capital One sponsored things happening all over town all of the time. So we invited her to speak first and then Loja Group was second and they very quickly went into, let's start the conversation about data quality and the scandal and what it all means. And it really set the stage for many kinds of sub conversations in the breakout sessions throughout. And then we culminated it with, you know, Eleni and P&G coming up to kind of play the game bot or not, which was really fun, by the way. It was fun because they gave several members in the audience like little flip cards, yes or no, kind of bot or not. And they'd put something up and we would have to guess, could we recognize the bot? And sometimes most people got it right, sometimes people got it wrong. So it really was a challenge to all of us. And probably my favorite question and I know Carly captured this on social media too, but my favorite quote from Tia specifically, which is, you know, she approaches data like a crime scene. And it was- It's very Tia-ish. It's very Tia-ish, but also it was just one of those quotes where I'm like, yes, we are like, we are investigators. You know, we are looking at data, looking for the things that stand out as potentially problematic. We are looking at it as if there are clues. We are really detectives. And it was just a powerful quote that I share because we are all charged with that right now, right? It is time to borrow from forensics and say, what is in here that shouldn't be in here? And I just applauded her so much for that one. So anyway, I think it was really good because it was coincidentally and serendipitously, like I said, coming together at a time when we needed to have these critical conversations. And then there were people talking about some solutions and they were talking, you know, so it was really moving things forward. So it wasn't just saying, oh shit, this happened. It was really saying, what are we going to do about it now? And that's where the co-creation kind of mission of IAX was like happening real time because people were coming together to co-create the future of insights. And it was, I think, a large That's great.

Lenny Murphy: I love that foundational component of data, data quality. We'll get into that more. Yeah, we got a lot. A lot to cover. Because everything else, all the other cool stuff that we're talking about in terms of collecting data and utilizing data and all these innovations, fundamentally, if we don't have the data right, it doesn't matter how cool it is because it's still going to be wrong. That's great that that seems like that. Context was there. Yeah.

Karen Lynch: And you know, the other thing that I thought was fantastic, um, about the event, which was that our speakers really delivered when it came to AI. Now, some of the feedback I had gotten is, you know, some people were like, Oh, too much AI, you know, like, you know, like in other events, you know, like too much AI, I'm, I'm done talking about AI. And even last year we got some feedback, like it was too much AI, but this year, you know, I really, you know, kind of challenged people to say, you can't just talk about AI. It is just a part of our work now. So if you're going to talk about AI, you have to talk about it in very applicable, real use cases. How it is making a difference against your client's bottom line or addressing your client's business challenges. Get really tactical with AI so that it isn't just another AI talk. And they delivered. I mean, our speakers, there were methods. There were, you know, introductions of new features. There was considering the possibilities. There's, you know, how it's doing things at scale, how it's making things more efficient. So it was really useful AI conversations, which I think is just what the industry needed to recognize. Well, we are well beyond it's here to stay. And we're more like it is a tool in our toolbox that we have to be using, you know, in a sort at this point in time very deliberately. And so I loved to see that also. That's very cool.

Lenny Murphy: I want to give a public shout out to you and for listeners who may not know this, right? I mean, yes, I created IAX and I did the programming for years and I know what a thankless and pain in the ass job that is. However, the quality of the content that you have been curating and bringing to the stage exceeds anything I ever did, anything that Emily ever did. Because it's easy to fall into this kind of rote, you know, just plugging gaps, right? And okay, we'll put this here. You have taken an approach that I always aspire to, but I don't think I ever achieved, of telling a story, of putting these pieces together as a whole to create a narrative that is reflective of where we are and where we are going. So just, Shout out to you, hats off. For those who don't know, I recruited Karen to kind of take this role, and it was one of the best decisions I ever made. So I just want you to know that. Well, thank you.

Karen Lynch: My face feels warm right now, and I'm like, oh, I'm coming down with a fever, because I'm blushing a little bit.

Lenny Murphy: No, it's cool, because it's hard. It's hard. It's hard to separate the signal from the noise. And that's what a good event like IEX should do. It should help clarify the signal. And it's hard to do when you have all these different variables, different speakers, and blah, blah, and sponsors, and there's a lot of moving pieces in doing all that. And you did a great job, and it is reflected because of the feedback that we have gotten from participants, all of the stuff on LinkedIn. It stands out that we delivered on the mission, which was to bring people together, exchange ideas, clarify the signal and give people a path forward. Uh, and you did that. So, all right, now I'm never gonna say anything nice to you again, ever again, ever. That was it.

Karen Lynch: I'm glad this is recorded because this will be one of those things that I'm like, just listen to that again. You know, I'm, I'm, I have been a huge IAX brand fan before I had the, Um, you know, before I had the privilege of, of being able to join this team and, and kind of grab that bull by the horns and, and, uh, and take it along. So I knew what I always wanted and I knew what I always loved and appreciated about the event. And I just, you know, anyway, it comes down to the skills of being a moderator, right?

Lenny Murphy: I mean, that is what you weave together, uh, different perspectives, uh, to get to a cohesive whole. So, all right, we have, but while you are out there having fun in DC. Well, I know you're also like pulling your hair out, but

Karen Lynch: Well, maybe you do know, but yes, no, no, it was, it was also great. You know, there was also a green book team.

Lenny Murphy: Yes. Absolutely. Wow.

Karen Lynch: I mean, there isn't, there isn't, um, there isn't anybody that, you know, it just was amazing. Nobody fell down on the job. That's for damn sure. But Karen and Bridget just do an outstanding job and everybody in the industry, everybody who was there knows that Kara and Bridget really are the production logistical geniuses behind everything that transpired there. And our marketing team, I mean, you know, Jazz, Carly and Kat just, you know, killed this event because we had, you know, great attendance, great, I mean, great attendance compared to registration, like such a high rate of attendance. Like it's extraordinary what they did to kind of get people in the door and then keep them engaged while they were there. And of course, like Dana and Mariah just, you know, working the magic that they do for all of our sponsors. And Nancy stepping up to help and Lukasz coming in to help. It really is an exciting time when the entire group of teams can get together like that. It's just extraordinary. It really is. I miss those days.

Lenny Murphy: But one last thing for those who made suggestions on things, because this was a new venue and that's always a little weird. Are you kind of, all right, how's this working? Hear your feedback. We've been in meetings this week and debriefing and thinking through how we optimize and how to make it better and take that feedback. So that's all there too. So thank you for trusting us as we think through this process. I think it's a safe bet. We're probably going to remain there next year for a variety of reasons, but we're going to make it better. We heard your feedback. But don't quote me on that yet because things can still change.

Karen Lynch: Yeah, I don't think the contract is signed.

Lenny Murphy: The contract is not signed, but we want to always make it better. That's the bottom line. All right. So while you were out there enjoying it, I was manning the store, so to speak, and still paying attention to all the news. There was a lot.

Karen Lynch: There was a lot.

Lenny Murphy: You were trying to get through some of the high points as we can.

Karen Lynch: Yeah. And I just always find it really interesting when we talk about you know, kind of mergers and acquisitions and what's happening with people combining forces. And to me, that's one of the most interesting things that you and I do is tracking that and sharing that out. Because, you know, it's basically like signaling what's important, what's critical. Like, you know, all of those signals back to the signals in the noise, right? So I love talking about these moves. I don't know much about So you're going to really kind of lead the way here, but let's talk about Apollo merging with Canovo or into Canovo, I guess.

Lenny Murphy: Well, there's rebranding, I think. So Apollo started with InCrowd and is private equity backed and they were acquiring companies and I think they just merged their brands, InCrowd, SHG, and GlobalMind. So into one integrated brand, Canovo, and wrapping and AI around all of that. Now, all of those, it's very healthcare specific. That's been their area of focus with, you know, different, these different solutions do different aspects of healthcare research. And they're moving into the next phase. Now, my personal opinion is, you see this, you watch these companies, when they start doing moves like this, you know, they're prepping for another event. At some point, it could be a growth round, it could be, it could be they're being acquired, could be going, who knows? But these are the types of things you see as companies have come, they've come together, they've got a good model, they're pulling things together, they're ready for the next phase of the business, whatever that may be. And we have no insight into that. So it's cool to see that, that's, you know.

Karen Lynch: Yeah, and also, you know, you kind of touched on the fact that obviously we're, you know, we've got the wrappings of some AI assists, in this kind of, you know, this merger, this new brand, or this, you know, repackaging of several companies. But one of the things in this press release is that they're talking about overtly AI fraud detection and sample authentication, which like, yeah, you know what, this is a good time to...

Lenny Murphy: Absolutely. Especially for being in healthcare research. Yeah. Yes. Yeah. 100%. You don't want fake doctors giving feedback. Or fake patients. Or fake patients, right, absolutely.

Karen Lynch: We don't want the healthcare space to have any issues with that. So kudos to them, good luck. I don't know anything about, or I shouldn't say don't know anything, I didn't know anything about the next one we're talking about, which is a new firm, an independent intelligence firm called Convo, but it's with some folks in the industry that have been around before. I think that says there's some PR people in the mix. What do you know about Convo? What did you read?

Lenny Murphy: Only what we've read, but it was interesting, caught my eye of them taking an approach of basically research that needs to be reinvented as an integrated solution attached to marketing and PR. So breaking down the wall and making it more integrated into the users with multiple levels of decision support at different phases. Very AI heavy. But basically, my take was they're trying to pull together one integrated Insights platform for competitive intelligence, for testing, for brand measurement, etc. All there, one dashboard, one application, one ring to rule them all. And align specifically to user needs. So it was just an interesting, okay, here's the next evolution or a take on what that next evolution looks like, Yeah.

Karen Lynch: And when you click on this link, you know, and kind of read this release, if you're interested in it, like there's two things, you know, one of them, the new company's name is an Italian word meaning den or protector. Like, all right, that's interesting. That won't be, that won't be, you know, I guess it's covo. I might've said convo, but covo, like that won't necessarily be immediately obvious. So they're stating it, right. But den or protector, and they do mention they want to develop a trusted space, which I also thought, I'm like, all right, that's interesting because trust, obviously right now, trust is going to bubble up to the top as something that they need to reinforce. So for me, this is more like a show, don't say that kind of word. You know, like don't tell me that I can trust you, show me that I can trust you kind of thing. So we'll see how all of that plays out for them.

Lenny Murphy: But anyway, but, you know, back to the importance of intelligence rather than just insights, which we've talked about before. Yes. And testament again to the burgeoning startup wave that we are in. So we can follow the money. As many fears as we have about the future of the industry from a structural standpoint, maybe. If we follow the money, there should be no fear about the need for, so the form's changing. Companies like this are indicative of that. And every day, literally, new companies are emerging into the space because the opportunity for growth is massive. And I think that we should all take some comfort in that overall.

Karen Lynch: And covered in this next news item that we have, which is one of the key players that isn't a startup right now is showing growth, right? So Pure Profile reporting 16% revenue growth. So that's no small thing right now when a lot of companies are not seeing that and they might be nervous.

Lenny Murphy: Absolutely, absolutely. And yeah, I'm an advisor to Pure Profile, so full disclosure. So I know what they've been doing to drive that. And I've worked with them forever. I love those people. They're so smart. But yes, to your point, they're adapting. And I think that's maybe the key takeaway of that particular message. If you watch their press releases and their public companies, there's a lot of transparency there. They keep pivoting. They keep adapting. They keep evolving their solution set. While still having their feet on the ground, on the foundations of research, but doing new stuff. So I think they're a great example for companies to pay attention to that they're demonstrating success as they adapt. And I'm not saying that because I work with them. I would have said whether I worked with them or not, because we look for companies like that that are showing adaptability and real market performance. That's an example of that.

Karen Lynch: Yeah, yeah, for sure. So, congrats, congrats to them. And, you know, congrats to Ackwest. So, you know, you know, back in North America, Ackwest was our competition sponsor. It's great to have them there. It was really, you know, both you and Keith, you know, showed up with the mics to kind of, you know, talk a little bit about what, you know, about where they're at as a firm, but also why the innovation space is so important to them. And, you know, and this, this announcement came out kind of real time while we were, while we were there, right? I think it came out the same day as, or the day before or something. So, ACWES group acquired members from My Soapbox. So, anyway, just expanding their operations. And I think you, and don't quote me on the number, but he had shared with me that they now have over 200 employees. They are, They are a force that we need to all be paying attention to, and kudos to them for what they're building.

Lenny Murphy: Absolutely. And it's very interesting. They sunset the brand of some of the other companies that they had bought. They're beginning to consolidate, building their own integrated brand identity. So yeah, we need to watch them. Yeah, we need to watch them. Absolutely. Stuff. The Trade Desk and Nick launched Consumer Canvas, integrating purchase behavior data into a planning tool called Consumer Canvas. The emphasis there is purchase data, behavioral data. So it's kind of hard to fake that. Not impossible. But the more that we, if when we see companies IQ, Nick, whatever the hell they want to be called. Nielsen IQ, the really focusing on moving away from attitudinal data, or at least not basing everything on attitudinal data, but instead on observed behavior, things that are much harder to fake. That's important. That's a huge signal. As we're talking about data quality, reliance on behavioral data, or maybe not reliance, but integration is probably a better way to think about it, is something that we should be doing more of because we have the capability of doing it now.

Karen Lynch: Yeah. Well, and what this release talks about is also that they're taking that kind of retail data and they're merging it with geotargeting capabilities, which when you're like, oh yeah, that makes sense. And then my consumer hat flops on my head and I'm like, am I okay with that? How do I feel about the data being overlaid with my location and what that all means? And then I think it's all right, it's gonna be okay. It's really smart for the businesses that are working with them. And then I take the hat back off and I say, it's good, it's all good.

Lenny Murphy: So many places we could go with that. There are that, but there was a, this wasn't even a link that was shared. So, but there, there was a company that I saw last week, stumbled across, um, the, uh, ah, shit. I can't remember the name of it anyway, but it was that outside the research industry utilized mobile devices, but consumer first from a permissioning standpoint, the play is, Hey, we're going to give you a phone, that phone has their modified operating system. It is capturing all the data, and then it is driving invitations for research, as well as ads, et cetera, et cetera. But it's all explicitly permission-based by the consumer. And the reward is the consumer gets a free phone. And it's just that type of thinking that, to your point, as a consumer, that changes the equation rather than, Oh, I'm just being productized too. Oh, I'm getting value out of this.

Karen Lynch: Well, exactly. And I remember, you know, we're going back years now, probably, you know, 10 years. I don't even know, cause I'm losing track. The idea of like when, when online, like retargeted ads first became a thing. And at first it was a little unnerving and creepy. I'm like, wait, I don't know that I want ads dialed up for exactly what I might've been talking to somebody about. Like it was, there was this unnerving period with that. Right. Whereas now, They kind of said, they, the people that were doing this sort of thing, saying, like, let me know if you want those targeted ads. Because if you don't want them, that's cool. We'll give you ads. But do you want the ads to be customized to what you might actually want? And then you feel like you are a little empowered, because you're like, actually, the retargeted ones might not have been so bad, because I am not in the market for, I don't know, whatever I might have been in the market for. So I think it's just going to be this moment of time where we have to kind of say like, all right, what are they going to do?

Lenny Murphy: What's in it for us? Yeah. Well, I mean, search is changing and, you know, there's a whole other thing for us to talk about at some point. If Google's broken up, what happens to Chrome, you know, and advertising complexity wants to buy them, blah, blah, lots of big kinds of stuff happening. But it does create an opportunity to rethink that value proposition as the ecosystem shifts. And I hope that we see more of that.

Karen Lynch: Yeah. Yeah. I'm yeah. And I'm sure we will. And yeah, there's a lot of sidebar folks. There was so much that was just about sort of tech, but there was also a lot going on for the industry. So we stayed kind of hyper-focused on industries right now, but I'm sure next week we'll get back into some of those big tech moments. Anyway, let's talk about price agents because this one was really interesting to me because it's about some of the people that are involved. Right. So I think of the press release price agent raising, you know, 550 It's not millions of seed dollars, but it's some good funding to jumpstart stuff here. So they're basically looking to execute price sensitivity tests very quickly, as opposed to the amount of time that it used to take. But what was interesting to me is this is backed not just by founders and consultants, but angel investors. Including former SYNT executives. So, you know, it's a knowledge base that's going into this one.

Lenny Murphy: So what else do you know about this one? No, that's it. You know, it's a need to have easy, easier to use, you know, price sensitivity and testing and all of that. So seeing somebody focus on that. Yeah, that's a great tool.

Karen Lynch: Yeah.

Lenny Murphy: Yeah.

Karen Lynch: Are you ready? Yeah. You're ready to talk about data quality. Yeah.

Lenny Murphy: Well, you know what, let's, let's talk first, the, even though it may not be, uh, linked here first that the, um, uh, a great sub stack posts. I reposted it on my LinkedIn as well, but we have the link here. Uh, the cost of coming forward is from the COO of opinions for good. Um, uh, where she came out and she was the whistleblower. Um, and, uh, she can't talk a lot about the details because, It is a court case, but she made a fantastic point, and it really was, so I encourage her to read it. It was an act of bravery, and the point that she was making was, look, you don't, there's a lot of people that got let go, right? They've been shut down. There's a lot of people looking for jobs. You cannot assume that they were complicit in any of this because the folks who set it up did a really good job of hiding this, right? She was brought in as COO and she discovered it. She didn't know it, she discovered it. And when she discovered it, she acted. Give grace to the other employees and also know that they may not be able to talk about it because they're material witnesses. So I saw a post from JD on this, like you need to ask him upfront, which I get it, I understand. They may very well say, I can't talk about this. And that should not be held against them. So it was just a good point. It was just a really good post to kind of, all right, here's some more information that's relevant here. Yeah, yeah.

Karen Lynch: No, I'm glad that we're sharing that one out. And I know we'll also share a post that you had written about it. There are a lot of posts that have been written about it. So that's another thing that there's plenty of things on LinkedIn. There's plenty of things on Substance. Stack. There's really, you know, we're going to try to maybe summarize some of them, you know, and, you know, keep, keep kind of delivering that to you all. But the reality is, if it was, this is important. These are important data points to take in our frame of reference that can shift by the day from, you know, grace, as you're saying, that's kind of a new one to mention there. I think we talked last week about having grace for the giving grace to kind the victims, the people who are on that long list of people who were a part of this.

Lenny Murphy: And so like the employees, right?

Karen Lynch: And the employees are also part of that now. And it's like, yeah, you know what? It's true. Not all of those employees knew what was going on and imagined how they must have, you know, anyway. So, yeah. So I think it's like, let's all think like human beings as we continue to watch this all unfold and fix the problems. And I really do think we turned into some action. And now we have some tools and techs that are evolving very quickly to help the industry restore confidence, right? So the idea is that, all right, so this industry trauma, for lack of a better word, right? This crisis has spurred on some accelerated innovation. So the next few things that we're going to share, hats off, people are doing the work that we need them to do right now. So you want to start with Redem?

Lenny Murphy: Yeah. I actually was not familiar with it. So it's another, it's version 3.0 for the survey data quality. So more new advances, you know, lots of different plays, lots of different organizations, companies offering solutions to address different issues around data quality, the humanizer. Now that is, Icy that came out to identify bots by using their core technology of eye tracking, right? No matter how good the AI is, it still doesn't mimic true human movement and use that as a validation approach to, hey, show us a picture of yourself. Okay, let's scan your eyes and make sure that you're a human. So that's great. Yeah. Let's pop to the user test.

Karen Lynch: Because it's more kind of an online user tester integrating with LinkedIn.

Lenny Murphy: Verified on LinkedIn.

Karen Lynch: Verified on LinkedIn to bolster authenticity, which is actually really interesting because we have started, some people who have submitted to publish with us might have noted, we've started to include a share your LinkedIn profile on our submission form because the articles, we were getting more and more articles that seemed to have been AI created. Not going to be OK, because we only want to publish articles that are linked to real professionals within the industry. So hats off to user testing, because that one resonated with me.

Lenny Murphy: Absolutely. And actually, I was reading that.

Karen Lynch: LinkedIn is the end all, right?

Lenny Murphy: I haven't done the whole verified account yet, after 15 years of having a LinkedIn account. But it's like, I probably need to just click that button and do the whole verification thing. As an example, right, because it is a good way to be able to help cross-connect data points to prove that you're a real person. Yeah, and this is just, there were other things that popped as well, just examples of, yeah, people are in motion taking action to deal with these issues. So this may sound a little promotional, I don't mean it. I do encourage you guys to read the post that I did only because what I tried to take was the view that this is not a research-only issue. The entire data-driven ecosystem is infected with fraud, click fraud, blah, blah, blah. There's so much. This is not just us. And my point is I would encourage us to think about this systemically across the entire data ecosystem, including hopefully some push from the big tech and AI companies, because ultimately now they are the ones that are most at risk of the contamination. And we're really seeing that start to play out.

Karen Lynch: So let's keep a perspective. It's not just, oh, researchers are bad, and panels suck, and da, da, da.

Lenny Murphy: No, no, there's, the entire world has a data quality Right, right.

Karen Lynch: So yeah, and it's interesting. And I think that's probably where we were, you know, we'll wrap our show with, you know, this idea that there's more to come from this. And also, what I found really interesting is taking in different people's points of view on it, you know, talking to a few brand side attendees who were like, look, you know, like, we just trusted our partners for this. So now we're feeling a whole different kind of angst. And you and I talked before about data quality being kind of the vendor's responsibility.

Lenny Murphy: I think it was in the grit data, right? About, you know, brands are not, were not as worried about it because, this was last year's grit data, I guess, but you know, because they trusted their partners to be on the job, right?

Karen Lynch: So now they're really- You buy something you expect to be good quality.

Lenny Murphy: So now they're paying attention.

Karen Lynch: So we've caught the attention of the brands. And I think that on some level that'll might, it easier for the, you know, partners in the industry to, to then, you know, make the changes they need to change, because they're like, well, you know, we have to do these things, and maybe it will cost some more, but we have to do them because of the data quality issues.

Lenny Murphy: So maybe this has all become a bit of a blessing in disguise to be able to, you know, provide better service in the long run.

Karen Lynch: So, and there may be a role for the team of data, you know, that's, but not everybody wants Timu, right? If I want something that's gonna last me for years, I, you know, the example I always use, shoes.

Lenny Murphy: You know, it's great to go to Walmart, whatever, buy shoes. If I don't expect them to last, right? But if I want shoes that are really gonna last, then I'm gonna go spend 200 bucks on a pair of boots, you know?

Karen Lynch: Now, and that better last.

Lenny Murphy: So I'm not okay with something I spend money on not being good quality. If it's cheap, I get what I pay for, which I expect it to not be good. We may see that type of ecosystem emerging.

Karen Lynch: We'll see. The difference between me and you is as we started talking, I started talking about Jimmy Choo, who were thinking about Jimmy Choo, and I was thinking about rhinestones or bedazzled stilettos and thinking, is that what he's doing with this?

Lenny Murphy: I mean, like good quality leather boots, you know, the cowboy boots. I don't wear cowboy boots. A picture, a picture for the week ahead is, you know, Lenny's shoe choices. Despite the long hair, I promise you, I'm not wearing stilettos. Anyway, on that note, everybody had a great weekend. Happy Mother's Day to all our mothers.

Karen Lynch: Yes, happy Mother's Day. Yeah, like, you know, really, especially, you know, granted the women and the mothers in our audience are most likely hardworking mothers.

Lenny Murphy: Absolutely.

Karen Lynch: So, you know, really kudos to all of you because I see you and I see some of what I'm seeing on LinkedIn and it's not getting easier. It is getting harder.

Lenny Murphy: So anyway, here for you. Happy Mother's Day.

Karen Lynch: I will see you all next week. I'll tell you about what happens at the Yale Insights On event.

Lenny Murphy: Yeah, absolutely. All right, everybody.

Karen Lynch: Take care.

Links from the episode:

Apollo Insight Firms Merge into Konovo 

Covo Launches as Independent Intelligence Firm 

Pureprofile Reports 16% Revenue Growth 

Ackwest Group Acquires Members from ISA’s MySoapBox Consumer Panel 

Trade Desk and NIQ Launch “Consumer Canvas” 

Priceagent Raises $550K to Disrupt Pricing Strategy 

The Cost of Coming Forward 

ReDem Releases Version 3.0 for Survey Data Quality 

UserTesting Integrates with LinkedIn to Fight Fraud 

Humanizer Launches Bot-Elimination Tech 

Displayr Shows How to Use Custom AI Prompts in Research 

The Data Fraud Economy: A Wake-Up Call for the Insights Industry