Big Data are often regarded as “truth,” but they usually have biases. On November 16, 2022 at 1pm EST, the Market Research Council will host a virtual event with the Advertising Research Foundation (ARF) to discuss how the Truthset Project combines panels and big data to minimize bias.
Specifically, Qualtrics’ Carol Haney will moderate a conversation with Paul Donato, Chief Research Officer at the ARF that will explore Panels can be used to correct for biases in Big Data or, interestingly, if Big Data can be used to correct for biases in Panels. This project uses “Truthscores” based on validated data set.
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