Thought Leadership – By Vignesh Krishnan, Sample Chain 1. We definitely want to get rid of bots, bad actors, fraudsters, Vignesh Krishnan dupes and professional takers. This should be Step 1. Sample Chain 2. Good survey design – as much as the ‘supply side’ is responsible for Data Quality the researchers, designers and programmers are too. As a practical matter of fact, in running regression and correlation analysis with respondents who were scrubbed out of surveys, we have found that bots actually “performed better” than respondents who are disengaged or simply frustrated with the experiences. In other words, if respondents are frustrated with the survey, the outcome will not be elegant, regardless of what they are paid. 1. Red Herrings, attention checkers and other types of qualitative analysis are also powerful. The simple questions that more designers are used to, do take us far – and, there are also a few other initiatives coming through which use machine learning (ML) to ‘cross reference’ answers within a survey, or even across surveys to establish consistency. GRBN Global Trust Survey 2020 - US Report © 2020 GRBN 11