Alexandra Heather
Alex is a dualist researcher with 14 years of industry experience. With a background in Psychology and Sociology, Alex specialises in understanding social behavior, consumer trends, and behavioral economics.
Over the years, Alex has brought her expertise to diverse markets across Asia, Europe, and Australia, gaining insights from roles spanning client-side, agency, and now, panel environments. Her motivation to offer a well-rounded perspective from each vantage point is a passion of her approach to research.
Sessions
In a time marked by shrinking budgets and the rise of synthetic data, maintaining the integrity of our research data is more critical than ever. Yet, this integrity cannot exist without recognizing the human element behind the data—the individuals whose voices shape our insights.
In this session we’d like to argue that we need to confront the rising dilution of research confidence, arising both with the use of synthetic data, as well as disparate data sources.
We emphasize the importance of understanding where our data comes from and who our respondents are, advocating for fair compensation and fostering a sense of community to maintain respondent engagement. Additionally, educating respondents about the research process and the use of their data promotes trust, transparency, and long-term participation. By remembering the person behind the statistic, we can ensure that data collection remains both robust and ethically grounded in today’s evolving research landscape.
Like many aspects of life, the COVID-19 pandemic has significantly transformed the research industry, including the methods used to conduct qualitative research.
The rapid shift to online methodologies has revealed challenges in traditional qualitative recruitment, amplifying participant concerns regarding data privacy and security. These changes have disrupted trust and engagement, underscoring the urgent need to rethink recruitment practices to meet the evolving expectations of both participants and researchers.
This presentation delves into the limitations of traditional qualitative recruitment methods and introduces innovative solutions designed to prioritize privacy, transparency, and the ethical use of technology. These advancements aim to control privacy security and increase data confidence, while making the whole process faster, scalable and more efficient for everyone involved.