Beyond clean data: Representation’s importance in research
The conversation around data is evolving. Data quality has long been a focus in the research industry, but we’re diving deeper now beyond “Is the data clean?” towards “Does the data reflect the real world?”. What happens when the right answers come from the wrong sample make up of people?
This question is becoming even more critical as primary data collection begins to feed into AI and synthetic models, highlighting the importance of the foundational data those models are trained on.
That’s why we’re opening the conversation in 2026 on a topic we believe defines the future of insight: representation and inclusivity in research. This principle is absolutely fundamental to the integrity of work we do here at Yonder Data Solutions.
While high quality data is critical, it is only part of the story. The market research industry spent much of 2025 rightly focused on tackling data quality, addressing the challenges of fraudulent responses and ensuring respondent engagement, such as the MRS GDQ initiative working with numerous associations across the globe. As signatories of the Global Data Quality pledge we view high data quality as our baseline; it’s a hygiene factor, not an aspiration. It’s the reason our clients trust us and why we launched the Yonder Data Quality Charter, a commitment proudly recognised with our 2025 MRS Operational Award for Operational Excellence.
In the coming months, our representation series will explore the critical aspects of representivity in the survey data we collect – from ethnicity to disability, accessibility in our surveys and including those digitally excluded in our data sets, to ultimately ensure genuine inclusivity in our methodologies. Getting representation right is non-negotiable for us when creating confidence in possibility, so keep an eye out for the next theme.
Age: Redefining the 65+ demographic
Last year, we recognised that treating everyone over 65 as a single, monolithic group is no longer fit for purpose in an ageing, digitally active population – despite many research reports still using 65+ as the top age quota. The life experiences, behaviours and attitudes of a 65-year-old can be vastly different to those of an 80-year-old.
That’s why we led the charge by splitting out our standard UK national representative quotas into two distinct groups, 65-74 and 75+. This small change has a big impact, ensuring our clients receive a more granular and truly representative sample of the nation.
As Jane Frost CBE, Chief Executive Officer, Market Research Society, commented:
“It doesn’t make any sense to group everyone over the age of 65 into a single category. By doing so, businesses will risk missing out on key commercial opportunities. A greater granularity of approach would undoubtedly benefit public policy as well. This age range covers people with so many different experiences, who are nowhere near homogeneous as Yonder Data Solutions’ work clearly shows. I welcome this response, which reflects MRS Guidance on the matter”.
Our commitment to representation starts by placing respondents at the heart of the research process through our proprietary UK panel, Y Live. To achieve truly representative age data, we must put high quality data in. We focus on building trust with our members, valuing their time and opinions, particularly those in older age brackets. This commitment is reflected in our transparent value exchange and payment methods. In 2025 alone, we paid out over £2 million to our members in cash, never points. Crucially, this approach includes payment by cheque and improves our ability to represent an older population who may be nervous about providing bank details online. This method also adds a vital layer of validation that our respondents are who they claim to be, providing us with accurate datasets.
A crucial aspect in achieving representation, particularly for older demographics, is quota achievement during fieldwork, and tackling 65-74 and 75+ age groups requires more attention. Our highly experienced survey management team see sampling and quota management as a skill, and our clients compliment us on the quality of our infield quota management, which ensures these vital demographics are accurately represented.
Better data drives better decisions. If the research industry continues with a monolithic view of the 65+ population, we are risking an age-based bias at scale. Achieving truly representative data isn’t just a methodological requirement, it’s the only way to build a future with a foundation of stronger insights, high-quality data and truly representative outcomes.
Are you ready to move towards inclusivity?
Confidence for tomorrow starts with representative data today.
Let’s have a conversation about building a robust foundation you can trust, without question.
