GDQ initiative announces data quality excellence pledge
04 March 2025

As the market and social research sector continues to lead the way in the use and evolution of data for decision making, the Global Data Quality initiative (GDQ) has unveiled the Data Quality Excellence Pledge to establish quality signals for the buyers of market research and develop proof to quality claims through adherence to a shared basic standard.

This pledge is a landmark commitment for organizations in the research, insights, and analytics industry to uphold the highest standards of data quality in every facet of their work. By signing the Pledge, companies join a collaborative movement to enhance data integrity and decrease fraud. More than 70 organizations have already signed.

View the GDQ Data Quality Excellence Pledge.

The GDQ Data Quality Excellence Pledge sets forth a comprehensive framework that calls on industry organizations to:

• Uphold Rigorous Data Quality Standards: Implement documented processes to verify participant consent and identity, maintain robust technology and operational procedures, and ensure that every survey is secured from entry to exit.
• Provide Transparency: Clearly communicate the class of sample used, relevant data quality metrics, and the methodologies or standards (such as ISO or internal SOPs) that underpin their work.
• Protect Participant Experience and Rights: Adhere to national and international ethical codes, comply with local and global privacy regulations like GDPR, and follow best practices in questionnaire design.
• Enable Education and Collaboration: Regularly review standards across the entire value chain, actively train employees and partners, and contribute to industry best practices.
• Participate Actively in GDQ Initiatives: Maintain membership in at least one industry association, support GDQ data requests and volunteer contributions, and commit to using consistent, industry-approved data quality terminology.

“This is a powerful statement of commitment from companies worldwide to raise the bar for data quality across the ecosystem,” said Melanie Courtright, CEO of the Insights Association. “The Data Quality Excellence Pledge is more than a symbol — it’s a promise that every organization can make to build trust and drive transparency in every interaction with data.”

Debrah Harding, Managing Director of the Market Research Society, echoed this sentiment: “By uniting under this common pledge, we are paving the way for innovation and accountability throughout the industry. This initiative reinforces our commitment to rigorous standards and ethical practices, ensuring that the insights we deliver are as reliable as they are impactful.”

Rachel Alltmont, President of SampleCon, remarked: “The GDQ Pledge represents an unprecedented level of cross-industry collaboration to address one of our greatest challenges. For the first time, we’re seeing competitors put aside differences to collectively combat fraud and establish universal quality standards. This collaborative approach demonstrates our industry’s maturity and commitment to self-regulation, proving that together, we can protect data integrity more effectively than any single organization can alone. The pledge isn’t just an individual commitment – it is about creating a unified front that strengthens our entire ecosystem. We are excited to launch this initiative and look forward to its positive impact on the global data insights landscape.”

Find out more about the Global Data Quality initiative and the Data Quality Excellence Pledge.