Campaign for Better Data

Because our future needs to trust data now

With the UK Government setting out to establish the country as a world leader in AI, there is a significant opportunity for the £9 billion UK research sector to boost its efficiency and focus efforts where human insight can generate most value.

However, misinformation and data quality issues pose a growing risk, which technology has the potential to magnify. Against this backdrop, MRS is calling on the research sector to increase its vigilance and hone its skills to fortify data accuracy and quality, to ensure the research sector is trusted, transparent, and fit for the future.

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Press release

MRS launches campaign to boost standards and future-proof research sector

Read the full press release - issued 1 May 2025.
Below you will find MRS resources which will help market research professionals improve client and consumer trust in data.
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AI and Analytics training courses

MRS training courses cover text and data analytics, statistical methods, and using off the shelf LLMs or bespoke AI solutions for customer research.
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AI standards guidance - updated

MRS has updated this guidance to help practitioners act legally and ethically when using AI and AI related technologies.
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AI leadership reports

The MRS Delphi group has published a three-part series on creating a framework for using generative AI in market research, including synthetic data, with examples and opinion from agencies and clients.
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Podcast: What's the problem with data quality?

Research Live published this three-part investigative series asking what can be done to fix weaknesses in the industry’s data quality, and what the advent of artificial intelligence could bring.
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Advanced Insights & Analytics (AIA) Council papers

The Council has produced papers on combining traditional research methods with AI and synthetic data.
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Global Data Quality (GDQ) initiaitive

MRS is coordindating efforts across international borders to build confidence in the data we collect and deliver through data quality guidance and standards that enhance the value of research.
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Fair Data accreditation

Fair Data is an accreditation which companies handle their customers' personal data fairly. A Fair Data company must meet the 12 Fair Data principles.

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