Aytm's First Data Quality Benchmark Report Paves New Standards in Survey Transparency

Aytm Releases First Data Quality Benchmark Report

On August 13, 2026, aytm (Ask Your Target Market) unveiled its first-ever Data Quality Benchmark Report, aimed at setting a new standard for transparency in survey research. Drawing on a vast pool of 1.1 million survey attempts collected through its proprietary panel, PaidViewpoint, this comprehensive report details various quality metrics, thereby allowing procurement and insights teams to validate the data they utilize in their market research efforts.

In a landscape where data integrity is paramount, aytm's report seeks to bridge the gap between merely claiming data cleanliness and substantively demonstrating it. Notably, a 2025 audit conducted by Greenbook and Rep Data revealed that a staggering one-third of around 4.1 billion survey attempts were fraudulent. An additional quarter of the attempts were deemed ineffective due to inattentive respondents, and approximately 70% of that poor-quality data went undetected in typical cleaning processes. The introduction of aytm's quarterly benchmarks represents a proactive measure to address these alarming statistics by offering clients the tools necessary to assess the quality of their data.

Jonathan Goodbread, the Head of Data Quality Strategy at aytm, emphasized the core principle behind the report by stating, "Data quality can be easy to claim but hard to show. However, that doesn't diminish its crucial importance within the market research sector. We designed this report to ensure that every number comes backed with a receipt—complete with a denominator, time period, and a methodology that is open to scrutiny."

The report also presents noteworthy statistics reflecting aytm's commitment to data integrity. Across the analyzed survey attempts, the platform recorded an impressive abandon rate of only 2.6%, marking the lowest figure observed in six quarters of measurement. Moreover, aytm's advanced AI-powered response analysis engine, Data Centrifuge, efficiently removed 5.4% of qualified completes during the post-survey cleanout phase. It’s also worth mentioning that the discrepancy in demographic information, which compares verified panelists' profiles with the responses they provided, is now at 1.6%. This figure, although an increase from 0.6% last year, reflects the expanded verification measures that make such assessments possible.

To further assist procurement and insights teams, aytm has released a user-friendly seven-question guide, intended to help evaluate the quality of data. This guide, which includes aytm's own responses, is available for viewing alongside the full Data Quality Benchmark Report.

Aytm's comprehensive report serves as a critical resource for brands and marketers who are increasingly reliant on data-driven insights as they work to understand and navigate consumer preferences. The platform itself is recognized as an AI-assisted insights solution, consolidating sample gathering, survey creation, data analysis, and insights delivery into one cohesive platform that connects over 100 million respondents across more than 50 countries.

In conclusion, aytm's inaugural Data Quality Benchmark Report represents a pivotal step towards establishing accountability and transparency within the survey research industry. As consumers and businesses alike demand higher standards of data reliability, all eyes will be on aytm as it sets the benchmark for future data quality initiatives.

For more information about aytm and its offerings, visit www.aytm.com.