The 6 Questions Every Marketer Should Ask Their Research Provider 

Choosing a research partner isn’t just a procurement decision - it’s a strategic one. The wrong partner can lead to flawed insights, wasted spend, and missed opportunities. The right one can unlock smarter targeting, stronger messaging, and better business outcomes. So how do you tell the difference?

Our new guide, Insight to Impact: A Guide to Consumer Research Methodology, includes a practical checklist to help marketers vet their research providers. Here are six of the most important questions to ask:

1. What’s the Sampling Methodology?

Is the sample probability-based or opt-in? If it’s the latter, how do they account for bias and ensure representativeness?

2. Is the Methodology Independently Validated?

Look for third-party audits like MRC accreditation or a Truthset Data Provider badge.. If a provider can’t show external validation, that’s a red flag.

3. Who Owns the Data?

Do they have a direct relationship with respondents, or are they relying on third-party panels? What privacy and security measures are in place?

4. Can the Data Be Benchmarked and Trended?

You need consistency over time. Ask whether the data can be compared year-over-year and how it aligns with national benchmarks.

5. Is It Flexible and Fast?

Can the data be integrated into your existing platforms and workflows? How quickly can you go from insight to activation?

6. Can It Be Activated Across Channels?

Your data should work across addressable TV, digital, social, and CRM systems. If it can’t, it’s not future-ready.

Conclusion

Don’t Settle for “Good Enough.” This checklist is your first line of defense against unreliable data. Use it to ask better questions, make smarter decisions, and protect your marketing investments.

Get the full checklist in the guide and start vetting your research partners with confidence.