On Thursday, October 19, 2023, the 1st Data Quality Forum took place at the University of Warsaw Library. It was a meeting of the research industry entirely dedicated to the quality of data obtained from marketing and social research. The event featured inspiring lectures and panel discussions with experts from the Polish research market who shared their best practices and knowledge regarding the latest solutions in market research.

Over 170 representatives from 51 research organizations participated in the 1st Data Quality Forum, both in-person and online. The event was marked by inspiring presentations and panel discussions with experts from the Polish research market who shared their best practices and insights into the latest developments in market research.

Speakers at the event included Grzegorz Kowalski, Director of Development and Innovation at SoftArchitect, an expert in research and research technology; Adam Oberda, Delivery Team Manager at Kantar Poland; Olga Orzechowska, Head of the CATI/CAWI/Digital team at the Research Agency PBS; Grażyna Pol, Head of the Research and Analysis Department at the National Centre for Culture; Rafał Sobczak, CEO of SoftArchitect; Anna Trząsalska, social research expert at Opinia24; Paweł Wielkopolan, Director of the Management Office of the Polish Chamber of Promotional Products; and Agata Zadrożna, social research expert at Opinia24.

The world around us is changing rapidly. The dynamic development of technology and social changes present new challenges for research processes. With the growth of online projects, new, previously unknown threats have emerged, such as fraud and cybercrime. In these conditions, maintaining high data quality is of utmost importance. This is a challenge that affects every organization, regardless of its size, specialization, or location, to varying degrees. It is worth noting that in Poland, we are still at a very early stage of diagnosing certain issues that are already quite troublesome in global markets." - Rafał Sobczak, CEO of SoftArchitect.

"Cybersecurity is not just about protecting data but also protecting its quality, which is crucial for the development and future of research panels and online surveys." - Adam Oberda, Delivery Team Manager at Kantar Poland.

"An integral part of managing research implementation is a critical look at the quality of the data obtained. Technological progress has greatly influenced the data collection process, not always in a positive way. Awareness of new limitations for techniques or methodologies should be an inspiration for us to seek new, unconventional solutions." - Olga Orzechowska, Head of the CATI/CAWI/Digital team at the Research Agency PBS.

Speakers at the 1st Data Quality Forum addressed important issues related to:

- The image of the research world.

- Innovative ways to recruit respondents for CATI research.

- The quality of election surveys.

- Empathy and building relationships with respondents in innovative conversational surveys.

- Data cybersecurity.

- The need for changes in communication with the younger generation of respondents.

"Surveys, especially during election campaigns, arouse controversy, irritation, doubts, and great curiosity among the public. Parliamentary elections are a test of their accuracy, revealing the problems that public opinion researchers face in conducting surveys, such as the decision paths of undecided voters or the impact of turnout on the size of electorates." - Anna Trząsalska, social research expert at Opinia24.

"Internet panel research has its own specifics, which translates into their reduced usefulness in political preference research. Nevertheless, they will be used more and more frequently, and the challenge facing the research industry is to find solutions that improve the sample quality and increase the representativeness of CAWI surveys." - Agata Zadrożna, social research expert at Opinia24.

The issues discussed at the 1st Data Quality Forum have already been recognized by the world's largest organizations representing research companies worldwide, such as ESOMAR, IA, and MRS. These organizations have united for the first time in history around the joint initiative Global Data Quality, which aims to respond quickly and effectively to the identified problems in the industry and improve the quality of research processes.

In today's world, the essence of communication is based on creating and maintaining relationships. Therefore, marketing research should also be relational to understand, engage, and satisfy customers." - Paweł Wielkopolan, Director of the Management Office of PIAP.

"In the context of nationwide ambitious diagnostic processes, it sometimes happens that local-level researchers are lacking. The responsibility for collecting research material and analyzing it falls on individuals without experience. At the same time, they are expected to draw deep conclusions. How can we make the complex diagnostic process useful and inspiring? I'll discuss this in reference to one of the National Centre for Culture programs." - Grażyna Pol, Head of the Research and Analysis Department at NCK.

Research companies enable the accurate identification of trends, new opportunities, and customer preferences in competitive markets. Decisions based on data are the foundation of effective operation for any organization. However, achieving accuracy in data analysis and interpretation requires proper preparation of the data collection process. The Data Quality Forum demonstrates the importance of this topic. Together, we can develop innovative approaches that will help us maintain high data quality in research. This is a time for sharing knowledge and experience, conversation, and collaboration. I'm glad that we can work together, and I hope that concrete initiatives supporting high-quality research processes will emerge from this meeting." - Grzegorz Kowalski, Director of Development and Innovation at SoftArchitect.

The Data Quality Forum is a recurring event aimed at representatives of organizations conducting research, as well as companies and institutions representing various areas of expertise in research, such as individuals involved in field, qualitative, telephone, and online research. These areas together constitute the coherence of the research world. The Data Quality Forum was initiated and organized by SoftArchitect.

Media Contact:

Anna Wiater Office of the 1st Data Quality Forum Phone: +48 696 922 076 Email: a.wiater@softarchitect.pl"