When Good Data Goes Bad: The $10M Fraud Shaking the Industry

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!

A $10 million fraud case has rocked the market research world—exposing major cracks in data quality, vendor accountability, and supply chain transparency. This episode dives into what went wrong, why it matters for industries like pharma, and how emerging tools and bold collaboration could be the key to restoring trust. If you rely on data, you need to hear this.

Many thanks to our producer, Karley Dartouzos.  

Use code EXCHANGE30 to get a 30% discount on your general admission IIEX tickets!

IIEX North America
IIEX.AI

IIEX Europe

Stay Ahead of the Curve! Subscribe to The Exchange Newsletter on LinkedIn Today!  

Transcript

Lenny Murphy: All right. We're live. Look at us. We're like pros at this.

Karen Lynch: I don't know.

Lenny Murphy: I still sometimes feel like it's by the seat of our pants. But that's OK. That's my style anyway. No, not yours. My goodness.

Karen Lynch: No, I do actually do a lot by the seat of my pants. But I, yeah. But it's almost like I'm organized before I get to the part where I'm by the seat of my pants. I set myself up to be by the seat of my pants.

Lenny Murphy: I was like, I have it in my head. I often even have, I even have a list, right? But the details, we're going to wing that sometimes. But so we got a lot to talk about. But we also have one very big thing to talk about that we agree we wanted to save room for. Save room. Well, so we're going to start with it. And it's more like everything else, all the normal stuff. News, we'll, we'll squeeze that in at the end, guys, it may not get the, uh, the in-depth discussion, but, uh, but this whole opinion for good case is, uh, it's a big deal in and of itself, but it is, it comes along at the right time for the industry on a topic that we have been talking about forever. Certainly the industry itself has been talked about forever and, and there's lots of thoughtful commentary going on from lots of different folks and we want to give space.

Karen Lynch: So anyway, do you, you want to start, let's back up for those who, you know, may be in the back of the room distracted by passing notes with their friends and not really paying attention to what's happening out there in the world.

Lenny Murphy: So, yeah. So, all right.

Karen Lynch: So, I mean, really it's just been a few days on the 15th. So what was that Tuesday? Uh, I think Tuesday, the attorney, the U S attorneys for New Hampshire unsealed an indictment charging eight individuals in a $10 million fraudulent market research scheme. So the defendants are facing charges of conspiracy to commit wire fraud. It was an FBI-led investigation and senior leaders at, you know, Opinions for Good or OP4G and Slice allegedly fabricated survey data. Karley is sharing the link to the official source of truth, as opposed to a lot of commentary that's happening, which is all good and valid. But start at the beginning, right? Start with, here are the facts of this case. It's interesting, Lenny, because sticking with the facts of this case, they employed ants, which is reminding me, again, as we talked about, all the Moss interviews where there were the bots. I mean, these are, this is, you know, ants, bots, whatever else they may be called. Fake data is really what it is. Manipulating survey responses and hiding their identities using VPNs. And then that data was sold to major clients. Anyway, the maximum sentence is 20 years in prison. Each of the people indicted will face a hefty fine if found guilty.

Lenny Murphy: It's like, I don't know.

Karen Lynch: I think it struck us for a lot of reasons in the industry, right? So I know that you shared a link. We have been tracking all the LinkedIn posts about it and we'll get to it.

Lenny Murphy: We're trying to. Exactly.

Karen Lynch: But you also then kind of reflected, I think, on JD's, which we'll get to. But why don't you talk about why this is hitting such a nerve for everybody? In the industry, not just because it's kind of scandal and it feels like, oh, we don't often have this kind of crime in our industry, but just riff for a little bit and then I'll bring you back. 

Lenny Murphy: I'll bring you back. That's dangerous. Let me riff. So I think one thing we should point out, I don't know if this says this specifically, my impression was it was buyers who originated the investigation. So one, that's an important point. If that is the case, and I'm pretty sure that's the right interpretation here, buyers detected the fraud and they went to the authorities. So somebody says buyers don't pay attention. Well, I would give you an example here potentially that is not true. They are. And so that's evidence one, I guess. Two, this wasn't some fly-by-night BS supplier. This was a known entity, reputable, with some level of ISO certification. They were friends, not too many people. I actually personally don't know them, but I certainly know the company. And so that feels, as Patrick Comer pointed out, feels like betrayal, right? It's not just some, like the Moss interviews, like something you don't know in some other country. These were folks here. Engaged in the industry.

Karen Lynch: Well, and that's what, to interrupt you for 30 seconds, Patrick Comer in his LinkedIn post, which we will link to the LinkedIn post, but the quote I pulled out from that was, what's different here is the proximity. One wasn't overseas, it was inside our industry, known actors, familiar names. It feels really unnerving, largely because of that. One of the reasons.

Lenny Murphy: And it's also, you know, we'll sometimes call this the dirty little secret of the industry. It's not a dirty little secret. Folks, this has been something we have been talking about for a very long time. Event, it's at every IEX event, you know, blog posts, folks like JD, you know, and, and, and Corinne, you know, this is not some secret. Yeah, my take, posted case for quality on our podcast. Yes, absolutely. Yes, yes. You know, Insight Association, there's the whole data quality initiative, there's an event last week, about that, that entire topic. Um, But this showed, I think this, my hope is this is needed to try and elevate this conversation from, oh yeah, we just need to do better to, well, I almost dropped an F-bomb.

Karen Lynch: There are- I think it might be appropriate in this context, but anyway.

Lenny Murphy: It could be, it could be, but I'm not gonna go there yet. There are consequences to our failure to address the systemic issues around quality in our industry. And there's lots of reasons why it has been a challenge to do that. And that's a very lengthy conversation, JD and Karen and I, and, you know, we've all chimed in with some thoughts on those, those things. But this shows that we can't duck it anymore, because there are consequences.

Karen Lynch: Because here's the, here's the next foot that Wait, wait, I just have to go back to something because yes, there are consequences. But again, I have right in front of me, like this quote from JD specifically, which was, it was management organized and approved criminal activity. So it's more than just, it's so much more than that. It's this, they marketed themselves to the industry. And as I think, I think I should share it later in the brief, so I'm jumping ahead because I digested the whole thing at this point. But I think this is a company that markets themselves as quality. So the level of fraud is not just the activity, but the representation of the activity also. They overtly said, we are high quality, while at the same time mindfully doing wrong, allegedly, perhaps. You have to be careful with that and not like, okay, this investigation is ongoing and these charges were filed. But that also feels poignant.

Lenny Murphy: It does. And yes, that it's a very distinct thing and it's important to recognize that. This was a calculated plan, apparently, at least according to the indictment. I mean, innocent until proven guilty.

Karen Lynch: We're gonna keep doing that. We're like a TV show right now where we're like, allegedly.

Lenny Murphy: Allegedly, and I think that is important. This, you know, let's see how this plays out. However, none of us were surprised from the standpoint that that's because we know these systems exist that contaminate the global supply. Here's the other, here's the thing that we need to be prepared for next and Susan Griffin pointed this out in our private chat and she's right. I had multiple clients reaching out to me Tuesday night. I'm texting with major brands on Tuesday night that I'm very close to, like, oh, should we be concerned? And my answer is yes, you should, because you need to ask whether any of your suppliers were utilizing this company as part of their supply, because this industry is so incestuous and enmeshed, and there's very little transparency and understanding of the sourcing. If you're not aware of this, it is very challenging. I actually can't think of any examples other than maybe specialty B2B, where a single supplier can address all of the research needs. They are always sourcing from other folks. And if we look at the marketplaces, and that's not shade on the marketplaces, That's what they're designed to do. They are designed to synthesize multiple sources. So if there is contamination in the supply, it is very difficult to understand where that comes from

Karen Lynch: The transparency- And can we fast forward to what we'll also probably talk about at the end is- Yes. Is how unnerving this can be if companies are training data sets for synthetic data- 100%, 100%.

Lenny Murphy: I mean, talk about pissing in the well. Oh my God.

Karen Lynch: Like this is a very clear situation where you can say, okay, there's a chance. And I'm sorry, everybody in the industry that we're like, you know, like shining this flashlight on this issue, even making it brighter. But, um, this is, this is a moment in time where we have to think about all of the consequences when we are working on synthetic data sets, being trained on data that we have. And if there is any chance that that data was an ant and not, you know, this is the time you must look into this, do your due diligence. I mean, Bob Fossum said in his post, which, you know, I just liked this phrase very much, this is a moment of reflection, right? This is a point in time where we have to stop and think, reflect, investigate, and do our own due diligence around everything that we're doing because the consequences are so great. Absolutely.

Lenny Murphy: And I want to make, there's another point that I want to make on this without beating too much of a dead horse. I agree with everything that Bob and JD and Corrine, what everybody has said, right? I agree with all of their points. However, there is a point that I do not agree with because I know that it is not true. And that is that brands are not paying attention. They are brands. They're just not speaking to the usual suspects. They are speaking with their wallets. I spend every day working with Brands investors and suppliers that are not part of this ecosystem that are thriving. I can tell you firsthand if you think And I'm sorry, I'm gonna sound very harsh here But if you think for a second that brands aren't paying attention you're flat out wrong. So they're just not- Well, especially now, right?

Karen Lynch: They are now. They absolutely are now. This is why suppliers in this ecosystem have to take a look at their supply chain, literally their supply chain, and take some good hard looks. And this is probably a good time to be transparent for not just legal, but for the future of your business model.

Lenny Murphy: So for that moment of reflection, the conversation has been around band-aids, I think. It's about triaging a problem, and we have to triage it. I get that. It is a very complex issue from a business standpoint. I was talking to a supplier this morning that is a public company. They're very challenged in trying to plug the holes in the dike because they must, as a public company, keep their investors informed, they're shareholders happy. And that means profitability. That is a real tension from a business standpoint, while at the same time, they recognize that they need to invest heavily in not band-aiding, but in addressing the systemic challenges here for new opportunities, because they also are very aware that buyers are going to nontraditional suppliers and approaching things in a different way. To address their insights needs that don't have a damn thing to do with the existing sample ecosystem. And that is happening, and it is happening in very large numbers. Follow the investment dollars. One reason why we do this show is to try and point out those things to the industry, right? When we see examples, say, pay attention, guys. This is one of those examples where, just to be incredibly clear, from my perspective, the conversation about Band-Aids is not enough. If we're going to meet this challenge and meet this opportunity as well, then we have to address the systemic issues that come down to our supply, how we engage with respondents, how we reward respondents, the user experience with respondents, a changing dynamic in the form factor of research that is changing by the minute because of disruption of AI, all of those things are happening. And they're happening outside of our ecosystem. And we keep trying to just put lipstick on a pig. Yeah.

Karen Lynch: And yeah, there are so many ideas that were shared.

Lenny Murphy: And I do want to share. Yes, sorry. All right. Right. Rant done. Rant done.

Karen Lynch: Just slow down. Because if we haven't nailed down the point that you have to, you know, look at the mess, you know, Tim Sherrod, God bless Tim. How will people be able to unravel the mess poisoning their data? And here's why I'm looking at this and I'm thinking that's going to be complicated. But Patrick Comer, the CEO of Sint, did a LinkedIn post about this. And you know, he's talking about fraud isn't new, but its occurrence inside the industry is troubling. He asserts that Sint removed them from its supply chain in 2021. Okay, good. Good.

Lenny Murphy: Who hasn't removed them from the supply chain?

Karen Lynch: Who has data from 2019 that they might still be training their LLMs in? This is where my brain goes with that. Like, come on, like, again, think about the big picture here. You may have data, I mean, you don't get rid of your data. We have knowledge, you know, we have data warehouses now. We have all of this historical knowledge. So you need to do the research. You need to do some sleuthing out of what was in, What is in your brands, talking to you? What is your data from maybe prior to this? Who were the partners that you're using? Ask the hard questions, because if you keep the vendors that you're working with accountable for what they've done then and what they're doing now, that is how you will drive change, because we have a lot there. But anyway, I just, I can, yeah.

Lenny Murphy: I want to just circle back around for a minute to make sure that that was clear because I could come across as a butthead on this and my apologies.

Karen Lynch: I have not noticed the butthead on this. I think you're okay.

Lenny Murphy: Okay, thank you. I applaud all of the efforts. Yesterday we had our sample tech showcase, right? And the companies that where there are providing solutions within the existing ecosystem around sample quality and management. All of those things are necessary and right. So I applaud all of the efforts that are being done there to address the issue. And that's all good. I applaud all of the efforts that Patrick Comer was talking about, that they've done to identify bad actors and remove them from the system. Those are all necessary elements. But I want to reiterate, let's not be myopic in thinking that the triage efforts are going to save the patient. Then, I do not, because I know, I just know for a fact, I wish I could tell you more, right? The- We're clear on- Folks are going in different directions. Yes. Yeah, yeah. Yeah.

Karen Lynch: Yeah, absolutely. And we've talked about that before. We've talked about, you know, that they're getting samples, brands are getting samples in other ways. They're not relying on sample providers, there's lots of different things out there that are indicating that if they can't rely on the partners in the industry, they will take it into their own hands.

Lenny Murphy: That is logical.

Karen Lynch: And there are announcements every week about those things happening. More and more of that, yes. Yes, because the industry has failed on some levels with this very clear example. And back to, we've talked about Corrine Pepin, she, of course, in her LinkedIn post, she's talking about, you know, things like I was mentioning before, like misleading marketing claims, lack of transparency. There are things that, you know, if you're claiming quality, there's so many quality initiatives right now and people talking about data quality and all of that. If you're claiming it, then please, you know, be authentic in that claim and make sure it's not grounded in fallacy. So, you know, like take a look at what she's saying. Cause that to me is one that stood out as well. Let's be clear about this. And let's also then start to advocate for some of the big picture systemic changes, you know, and I, you know, let me look, here's the truth. I threw in all of these posts into my LLM to kind of, here's what everybody is saying. Pull out all of the ideas for me. And there's, you know, what, two dozen ideas.

Lenny Murphy: Right, right, right.

Karen Lynch: This industry is not short, you know, when it comes to fresh thinking and ideas and what to do about it, there's a lot of them. So like we can scan these, we can share these after the fact, you know, looking at the clock thinking, you know, there's a lot that, a lot that needs to be done. It's not just a simple thing. Yes.

Lenny Murphy: And this will be, I'm sure, you know, I know it's a topic here in two weeks at IX.

Karen Lynch: Oh yeah, so we've already talked. I was on a call this week, with, um, uh, well, it was with all of our chairs for the event and, you know, SMR is bringing their data quality survey to the stage. And I've now said to them, Hey, before you launch into your survey, can you dedicate some, some of your 20 minutes to this? Um, because they are, you know, uh, they're the right organization to be leading a conversation around this at this particular event. There are other folks that I reached out to and I'm like, Hey, you want to talk about this? Maybe at a round table, uh, people haven't really at least they hadn't yesterday kind of wrangled how they would set up a roundtable discussion on this topic. But maybe that's happened as of now. I don't think we'll have any shortage of this conversation at that event. And I encourage everyone to really lean into it, right? Because that's the way through these things is to say, OK, this happened. What are we going to do about it? Sorry, I want to pull out.

Lenny Murphy: The J.D.'s comment. There was a cancer study done on a sample of this. Now, and we have talked about that before, the threat of contamination early on. I remember us distinctly having that conversation on this show. You know, when there is bullshit data, whether it's purposeful or accidental, it has real implications And here, according to JD, in the link that he just shared in the chat, this is an example of, so imagine you are a pharmaceutical company and you are trying to develop a product to save lives, and it has contaminated data in it. So there are real world implications on this. And we've talked about the issues around polling, we've talked about all of these things, and it all circles back again to what you said, the contaminant in the supply that is now feeding into not just individual study, but into an AI system. Right. Oh, this is not an issue that we can duck anymore. And we as an industry, and so I'm getting fired up again. No, I know. Stop mandating this shit, guys. There are solutions that have been brought to market. There are new approaches that are entering the market. There are brands engaging in new ways. And we damn well all better pay attention and use this as a wake up call. 

Karen Lynch: You said real, when it comes to cancer, you know, there are real, you know, real implications. Those are human implications. All of the other business implications are also real. People could die from this shit.

Lenny Murphy: They just feed into commercialization.

Karen Lynch: So, you know, on the one hand, we're like, yeah, yeah, yeah. So, you know, so-and-so messed up a marketing campaign. Like, we get it. Maybe the stakes aren't that high, but yeah, when human lives are at stake, that's a whole different situation. Anyway, I think that that's why that one is unnerving. Everything, it's all very real. It's just that one of them has life at stake. Tim, I see your comment. You must have tuned in late, because that is exactly what I had said earlier in the show. So you're on my heels, as usual.

Lenny Murphy: A poison model? That's interesting. Yeah, Tim. And guys, thank you. I see everybody. And Karen, thank you guys for being on here. This, this is not the last time we're going to have this conversation. Actually, Karen, I want to chat to you. Maybe we need to do something different, you know, just about this, but...

Karen Lynch: Well, we can have a whole forum.

Lenny Murphy: We can invite all of these thought leaders in.

Karen Lynch: I think we should.

Lenny Murphy: Have a day.

Karen Lynch: I think we should. The marketing team is going to love us if it even comes up.

Lenny Murphy: Sorry about that. Because there's, here's the thing about the opportunity, right? It goes back to the beginning. Yeah. When something like this occurs, it is an opportunity for us to play around and, and think through, not just, Oh, the sky is falling, the sky is falling. The world is calling for us to deliver a better solution, not a better Band-Aid. Those better solutions exist. There is investment funding that is available to that. There are brands that will pay for it. Right.

Karen Lynch: It's not just a single thing. These categories, again, for solutions, whether it's in data validation and auditing, whether it's in tools and technology and how they're integrated, whether it's in just standards and accountability and kind of setting it up, whether it's in transparency or ethics or structural and cultural change. There are so many categories of the ideas that the group of people listening and the group of people tuned in right now and the group of people talking about it within our community are able to come up with. We just need to then say, okay, we have a great think tank going in this conversation, and now we need to take action and develop initiatives. Did you notice, by the way, one of the news articles, sidebar, which was on April 14th, so the day before this news hit, that's when Bob Fossum did a, they did a press release for Data Quality Co-op, and I was like, oh, Bob, that's so interesting, because.

Lenny Murphy: Right, so maybe it's something that's like, guys, If you are a senior leader at one of the major panel companies, I want to challenge you. Invite JD and Corinne and I and Karen. Invite us to a Think Tank session with you. We have tons of ideas on how to do this. It is up to you to find a way to fund it. So if you are a brand, our friends at Procter & Gamble have been front and center about this for many years. This is an issue that the suppliers need to address.

Karen Lynch: Oh my gosh, their North America talk. Sorry, sorry, sorry. The P&G is going to be on stage with whom? And it's a bot or not conversation. We definitely have to make sure that that is actually on day two. It's going to be amazing. It's going to be a plenary stage towards the end of day two. And it's, come on, it's like a gamification of bot or not. This is a perfect time for that.

Lenny Murphy: I really need to reach out. Glyph, we had every major brand in the world coming to our, our development sessions, our think tank sessions. And here was the message. They said, If you build it, we'll pay for it. So, they weren't going to invest on the front end. They wanted to make sure that we could pull it off within the supplier industry. And I will just share this. The problem, VeriGlyph is only an example of an approach to try and deal with these things. So it didn't, it didn't work. But I'll tell you why it didn't work because the suppliers wouldn't engage. So suppliers, you can't point the finger and say, well, brands won't pay for it because brands were willing to pay for it once it was ready. But it was, and this is what Bob is trying to do, right? You have to engage with the people with solutions and invest on your end. You have to take that risk to get that long-term payoff because you're the commercial entity involved with providing these solutions. So, this is the make or break moment. Truly, if we don't, if we let this go, without taking the action that needs to be taken, then I'm sorry, we deserve what happens to us. Yeah. Yeah.

Karen Lynch: I mean, really, there's, um, there's, there's so much to take in and process. And I'm looking at the clock and I'm like, well, yes, I know. I know.

Lenny Murphy: I know. I know. I know.

Karen Lynch: Karley, if you could share in the, in the links, um, the, it's kind of embedded somewhere in the brief about the data quality co-op, because, you know, again, Bob Fossum did launch that this week. And then he shared his LinkedIn post about the moment before reflection, which you already shared. But it was an interesting launch that we picked up on Monday, before everything hit the fan. Well, let's run through these. Just a shout out to Christina.

Lenny Murphy: Don't worry about being late.

Karen Lynch: You can watch these replays. All of these shows are listed on YouTube. And so you can watch the show in its entirety after the fact, either here on LinkedIn or where you are on LinkedIn. Lenny and I are here on a different platform, but here on LinkedIn or here on YouTube, you can always catch it at any time. You can share it widely. This is a conversation we really need to invite everybody into.

Lenny Murphy: It is, and I think it'll continue. I know we're on time, guys, if you can give us a few more minutes. There are a few stories that actually are related to this topic, so let's run through them real quick to try to at least the numerator. Yeah, I think that's fair.

Karen Lynch: I think that's fair.

Lenny Murphy: Numerator expanding their panel. What makes that special? It is validated with receipt scanning. So, you know, so it doesn't mean that they're immune to fraud. But here's an example numerator. And let's bear in mind, numerators for sale combined with the with the world panel, which is also a purchase panel for several billion dollars. So let's keep that in mind. So the market is speaking about what quality data that is validated is worth, and they are expanding on doing that. So that's interesting. Is it actionable?

Karen Lynch: Actinable AI?

Lenny Murphy: Actinable. That's really an AI solution with often qualitative tools and fraud detection. So it looks like a new platform. We should point out the shift towards qualitative and towards video is part of the solution for this as well. It's harder to fraud. It's not impossible. So we see that shift occurring in platforms like this that are emerging, embedding the tools purpose-built into the platform to make it a better experience. That's interesting. Nielsen, their Basie's AI screener, which is using synthetic respondents. So let's hope that they're. They weren't buying from one of the tainted pools. But synthetic respondents, that is the way that brands are speaking. So you get a small population of high quality data that they trust, and then you build off of that so you don't have to deal with contamination on your ongoing studies. It's cheaper, and it's faster, and it's arguably better. So there's an example. Their natural language survey is conversational, it is harder to voice, not impossible. I saw some things this week about people frauding voices for job interviews. And I've heard from some folks that are launching voice based components that they've had to embed voice analytics in because there's AI fraud from a voice standpoint occurring. So bad actors are going to find ways to do it. But the form factor changes. And that's more engaging, so hats off to them. Phoebe, doing voice as well, former IEX competition winner, so hats off to them. Co-pilot for qualitative research with voice and emotion analysis, changes form factor, changes the engagement strategy, arguably could prevent or could create better quality data. And then I- Like there's a ton of other things, I think- Yes, there was, there's a ton of stuff, yes.

Karen Lynch: And I don't wanna just kind of like have to then rush off and not just kind of put a pause in everything you just shared because I think there's this thread through everything. And I just wanna make sure we wrap with that. And that thread is the garbage in, garbage out mantra that you have said, the poison in the well, which we have said. It's the idea that all of these tools are only as great as great as how they're being used and with the pieces of the puzzle. I mean, if we don't stop, take this moment and look at everything with this lens of, if everything in here is filled with integrity, then none of it matters. Like none of it matters because it's all just, you know, I don't know. I'm not, I mean, I want everyone to be proactive and I want everyone to literally like recognize that this is a pivotal point that each business in the ecosystem is at a crossroads of, do I ignore and keep my head in the sand or do I take a good hard look, even though I've been afraid to do that, I'm going to do that.

Lenny Murphy: Damn the consequences because it's... Agreed. And I would, I would put the emotional appeal on top of that as well. Our industry is supposed to be the purveyors of truth, of facts, of information that informs decision-making in virtually every area of our world. Commercial gains. I get it, I'm a capitalist. I like making money. I invest in businesses. I mean, I'm all for making money. But not at the expense of principles. And we risk losing our place as the purveyors, the providers of truth if we do not address these issues, not just from a Band-Aid standpoint, but rethink the entire system, because I would argue this is a systemic issue.

Karen Lynch: And this is our opportunity, guys. Because data's the new oil, and we are in such a great position as long as we don't screw it up.

Lenny Murphy: And ignoring this is a good way to screw it up. And this will tap into, are you the one who found the GBK, the GBK marketing consultancy report there?

Karen Lynch: Yes, the one that formed Harvard. Yes, that was the basis of Harvard. So last link, Karley, for real, I'm so sorry. The marketing consultancy, GBK, the collective, GBK collective, shares the report, you have to type in your intel to download the report. But there were some findings at a glance and listed right on that landing page. And one of the findings was basically 77% of people engaged with Gen AI at the individual level are worried about making faulty business decisions due to AI-generated misinformation. So that just seems to be like, well, there's a bookend, right?

Lenny Murphy: You know, three quarters of the people using generative AI are worried about making faulty business decisions due to misinformation. Guess what? There we go. 

Karen Lynch: Let's do the work that we need to do so that they increase their trust because it's trustworthy, not because they are being less cynical. Like we need to make sure that trust goes down organically and not because somebody says you should trust this.

Lenny Murphy: Could we bring in that full Karen, and we did it. It's 35 minutes.

Karen Lynch: We knew, we both knew we were going to end up going a little bit over time. But yeah, that's fine.

Lenny Murphy: Yeah, but we did. And hopefully the audience, forgive my ranting on this. It's because we're passionate about this, as you are too.

Karen Lynch: We know that you are, right? We live and work in this industry.It provides for our families. It's an important topic. So thank you for tolerating as we kind of and let the emotions come out on this one a little bit more. Now let's move to solutions, so.

Lenny Murphy: And we'll figure out a way to share some of this with you.

Karen Lynch: And yeah, we'll keep the conversation going. Reach out the exchange at greenbook.org with any ideas, thoughts, feelings, whatever comes out of this episode for you. And yeah, register for IIEX North America because- Register for IAX North America, yeah, it's right here.

Lenny Murphy: And if you're watching on YouTube, hit that like and subscribe button. Oh yeah, like and subscribe.

Karen Lynch: Yes, like and subscribe.

Lenny Murphy: I was thinking the other day, it's like, we stopped saying that, but we should. We should continue to say like and subscribe.

Karen Lynch: Karley on the spot with the email address there. We'd love to further the conversation. And for those who celebrate, have a happy holiday weekend, happy Easter.

Lenny Murphy: I was just going to say, yes, for those who are celebrating Easter, happy Easter to all of you.

Karen Lynch: And yeah, and we'll see you next week.

Lenny Murphy: We'll see you next week.

Links from the episode:

Eight Defendants Indicted in International Conspiracy to Bill $10 Million for Fraudulent Market Survey Data 

Patrick Comer “Trust Isn’t a Feature. It’s the Platform” 

JD Deitch “The Hypocrisy of Sample Quality” 

Bob Fawson calls the Op4G indictment a “moment for reflection” 

Karine Pepin warns that real change will mean higher costs, longer timelines, and structural shifts in research practices 

Bob Fawson and team officially launched the Data Quality Co-op 

Numerator Launches 200,000 U.S. Household Static Panel, Setting New Standard for Data Quality 

Actnable.AI Launches in U.S. Market Through an Exclusive Partnership with Elliam Inc. 

Phebi.AI’s latest version integrates word and voice emotion analysis 

NIQ (NielsenIQ) launched BASES AI Screener 

aytm’s Conversation AI debuts as a natural-language survey tool 

How Gen AI Is Reshaping Marketing Research: Insights from GBK Collective’s Latest Study