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:
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.
Ethnicity: Shaping industry standards
When we talk about representation, ethnicity matters because it shapes lived experiences in ways that directly influence behaviour, often in ways you can only see when it’s measured accurately. Ethnicity is linked to language, religion, food, culture, media habits and so much more. All these factors affect what people buy, how they use products and services, and most importantly what services they expect from brands. When ethnicity is overlooked, we risk diverse populations being treated as one homogenous group, masking differences in attitudes and behaviour.
Market research should reflect the real market, which includes a whole range of different ethnic groups. When this research fails to represent minority groups, the results are not just incomplete, they become misleading. This can distort the true scale of market opportunities and risks.
In advertising, campaigns built on inadequate representation can lead to stereotyping, which can damage brand reputation and alienate audiences. Conversely, campaigns informed by inclusive research feels authentic and respectful, building genuine trust and customer loyalty. Consumers increasingly hold brands accountable for their commitment to diversity and inclusion; it’s no longer a “nice-to-have”. Inclusive research provides the foundation for products and services that genuinely resonate.
We’ve seen this first-hand. In one study, an agency we worked with wanted to compare media consumption between a small group of “white” respondents and “ethnic minorities”. When asked how “ethnic minorities” was defined, it meant anyone from a non-white background grouped into a single category. We challenged this approach: would anyone consider a white British male the same as a white German male? If not, why would British Indian, Pakistani and Bangladeshi communities be treated as interchangeable?
From our recommendations the client refreshed the specifications to breath ethnicity down more meaningfully. The result was far more insightful and actionable, revealing differences that would have been invisible in the original grouping. The initial approach wasn’t “wrong”; it simply wasn’t accurate enough for the decisions the research needed to support.
We work closely with Colour of Research and the MRS Representation in Research group to help drive positive change across our industry, towards a sector that genuinely represents the world we seek to understand.
Ethnicity and religion are also often deeply connected, and this context matters for research quality. For example, the observance of Ramadan can reshape daily routines, consumption patterns and media behaviour. Failing to account for context like this, risks compromising validity and leading to flawed interpretation. This is the standard we set: acknowledging the lived context as the foundation of meaningful research.
Ultimately, when brands embed the perspectives of diverse ethnic groups into research, they move beyond data collection. They unlock insights that are accurate and human, enabling smarter decisions, stronger social impact and deeper brand loyalty.
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.