In this blog, Mo Rice (Vice President, Konovo) shares her 36 years’ experience in quantitative research and why she believes that data integrity – combining humans and technology – is in the best place it’s ever been, with the future looking bright. Mo has seen the industry evolve from paper-based studies and manual data cleaning through to digital fieldwork and online quantitative research. She has always understood the impact that poor data can have and has the drive to continuously assess how we collect, verify and analyse data for guaranteed quality as our industry evolves.
Here is Mo’s evaluation of why survey data is more trustworthy than ever before…
In healthcare research, the stakes are high; and the credibility of survey data has never been more critical. Advances in technology, methodology and data validation techniques have transformed traditional surveys into powerful tools for capturing accurate and reliable insights.
From AI-powered fraud detection to real-time response monitoring, modern surveys now offer a level of precision and trustworthiness that was once unattainable. As organisations increasingly rely on data to shape strategies, understanding why today’s survey data stands on firmer ground than ever before is essential.
Quality data starts with quality participants
Data quality should always begin well before a survey goes live. I’m passionate that our participants and panel at Konovo are rigorously verified. Every professional must provide government-issued ID and proof of licence to practice. We then cross-check them using algorithms and professional registration databases – whether that’s an NPI number in the US or a GMC code in the UK – and use desk research and other validation methods across the EU, where no single central database exists. Verification doesn’t stop at onboarding. Our algorithms flag changes in real time and we regularly revalidate credentials. Bad data often starts with bad actors, so maintaining our HCP data to the highest standards is paramount.
Survey design plays a major role
Even the best participants can’t save a poorly designed survey. Leading questions and introductions, lengthy attribute grids, overly complex ranking tasks and the inclusion of numerous open-ended questions at the end of a long survey can tank engagement, especially with time-poor physicians. Our team works closely with clients to keep surveys focused, intuitive and efficient, with logic checks and response checks to safeguard both user experience and data quality. If a respondent says they see 30 patients a month but later claims to treat 35 with one drug, that should trigger a flag for them to check their answer. Technology helps us to build in these checks, but human oversight is essential. Put simply: long surveys don’t just waste time – they risk poor data. Smarter design leads to better outcomes.
Fair incentives mean better responses
If you’re surveying a senior consultant with a packed diary but offering a junior-level incentive, don’t expect quality insights. Matching Fair Market Value (FMV) to seniority means we reach the right participants and that they stay engaged. However, this isn’t just about boosting response rates. Fair incentives show respect for time and expertise, which improves the accuracy and attention behind every answer on a survey.
Staying ahead of fraud
Fraud in surveys isn’t new; but with AI, it’s evolving quickly. Clients are rightly concerned about bad actors mimicking real doctors. That’s why we combine human oversight with tech that flags suspicious patterns, blocks duplicate devices and uses geolocation to ensure responses come from the right market. At Konovo, we don’t rely on tech alone. Every flagged record is reviewed by real people. Participants are warned that their answers are checked and that incentives are tied to passing quality checks, with repeat offenders removed to keep the panel clean and the data reliable. While we use AI to detect AI, we still rely on human instinct – because the eye sometimes catches what automation can’t.
Why your quantitative research partner matters
Respondent quality varies across our industry and, unfortunately, not every company applies the same standards. Especially in global or challenging markets, it’s vital to ask the right questions. How are participants verified? What checks happen during fieldwork? What’s the process if poor data is found? This commitment to quality is why I joined Konovo. Their investment in technology and continuous improvement reflects exactly what the industry needs. We’re not just running surveys – we’re helping clients make confident, evidence-based decisions built on solid foundations; because, at the end of the day, “rubbish in, rubbish out” isn’t just a saying, but a risk you can’t afford to take.
I’ll be speaking on this topic at the upcoming BHBIA webinar: Spotlight on Fieldwork: Fraudulent responses in healthcare market research, alongside Stephanie Shaarwi, Clare Hopkins, Phoebe Jones and others. We’ll cover fraud prevention, smarter survey design and the protection of data integrity.
