Safeguarding Qual’s Future with Better Data
Original Program Date :
Poor data quality is a growing problem in qualitative research. We will discuss how it manifests itself, and its impact. Then we will detail a proven solution that uses available technology to improve data quality by pre-qualifying respondents for usage criteria and articulation.
With over two decades of global qualitative and quantitative experience, he has dealt with his fair share of unqualified respondents. He knows first-hand the importance of speaking with qualified respondents who are capable of providing genuine, actionable input which leads to better insights. This led him to create his own solution for improving respondent quality and, ultimately, find a tool that allows him to vet respondents faster and more efficiently.
He has decades of experience in innovation, branding, and packaging research. He has conducted projects across the America’s as well as Asia, Middle East, and Europe. He is the President of Method Insights, a custom research firm specializing in Consumer-Packaged Goods.
Andy is the S.V.P. of Consumer Insights for Flowers Foods which markets iconic brands such as Dave’s Killer Bread, Wonder Bread, Nature’s Own and Tastykake. Prior to Flowers he has worked at Mars, Nabisco and Hershey. During his career, Andy has supported both base business and innovation. He also has international experience driving initiatives in developing markets, primarily China, Brazil, Mexico, and India.
Andy is currently on the 2022 Board of Directors of the Advertising Research Foundation and he is chairing their Creative Council initiative to help better drive creative excellence through insights. During prior years he has participated in the ARF’s Neuro 1.0 “How Advertising Work” Forum and participated in the initiative on data quality (FOQ 1&2). Andy has also been an Ogilvy advertising judge.