GDQ Data Quality Excellence Pledge

GDQ initiative announces data quality excellence pledge

As the market and social research sector continues to lead the way in the use and evolution of data for decision making, the Global Data Quality initiative (GDQ) has unveiled the Data Quality Excellence Pledge to establish quality signals for the buyers of market research and develop proof to quality claims through adherence to a shared basic standard.

This pledge is a landmark commitment for organizations in the research, insights, and analytics industry to uphold the highest standards of data quality in every facet of their work. By signing the Pledge, companies join a collaborative movement to enhance data integrity and decrease fraud. More than 70 organizations have already signed.

The GDQ Data Quality Excellence Pledge sets forth a comprehensive framework that calls on industry organizations to:

  • Uphold Rigorous Data Quality Standards: Implement documented processes to verify participant consent and identity, maintain robust technology and operational procedures, and ensure that every survey is secured from entry to exit.
  • Provide Transparency: Clearly communicate the class of sample used, relevant data quality metrics, and the methodologies or standards (such as ISO or internal SOPs) that underpin their work.
  • Protect Participant Experience and Rights: Adhere to national and international ethical codes, comply with local and global privacy regulations like GDPR, and follow best practices in questionnaire design.
  • Enable Education and Collaboration: Regularly review standards across the entire value chain, actively train employees and partners, and contribute to industry best practices.
  • Participate Actively in GDQ Initiatives: Maintain membership in at least one industry association, support GDQ data requests and volunteer contributions, and commit to using consistent, industry-approved data quality terminology.

“This is a powerful statement of commitment from companies worldwide to raise the bar for data quality across the ecosystem,” said Melanie Courtright, CEO of the Insights Association. “The Data Quality Excellence Pledge is more than a symbol — it’s a promise that every organization can make to build trust and drive transparency in every interaction with data.”

Debrah Harding, Managing Director of the Market Research Society, echoed this sentiment: “By uniting under this common pledge, we are paving the way for innovation and accountability throughout the industry. This initiative reinforces our commitment to rigorous standards and ethical practices, ensuring that the insights we deliver are as reliable as they are impactful.”

Rachel Alltmont, President of SampleCon, remarked: “The GDQ Pledge represents an unprecedented level of cross-industry collaboration to address one of our greatest challenges. For the first time, we’re seeing competitors put aside differences to collectively combat fraud and establish universal quality standards. This collaborative approach demonstrates our industry’s maturity and commitment to self-regulation, proving that together, we can protect data integrity more effectively than any single organization can alone. The pledge isn’t just an individual commitment – it is about creating a unified front that strengthens our entire ecosystem. We are excited to launch this initiative and look forward to its positive impact on the global data insights landscape.”

FAQs

About the GDQ Pledge

Who is the GDQ Pledge for?

The GDQ Pledge is for all organisations that populate the research data supply chain - research, insight and analytics organisations and suppliers to the research sector.

Who is eligible to sign up to the GDQ Pledge?

Organisations which are members of one or more of the associations which form the Global Data Quality (GDQ) initiative are eligible to sign up to the GDQ Pledge.

The GDQ welcomes new partner associations to join GDQ as partners. To learn how to become a GDQ association partner contact Melanie Courtright at the Insights Association.

How does GDQ ensure consistent enforcement of Pledge commitments?

The GDQ association partners are united in their commitment to maintaining the integrity of industry quality standards. While each association maintains its own Code and disciplinary procedures, all GDQ partners will coordinate closely on compliance matters to ensure fair and consistent enforcement. Through this partnership approach, we will ensure both accountability and continuous improvement in maintaining and improving industry standards around quality.

The Links Between the GDQ Pledge and Associations

Why do you need an association membership to participate in the GDQ Pledge?

It is essential that the GDQ Pledge is supported with a robust compliance mechanism. Organisations that are members of national and international associations commit to following the relevant Codes and compliance arrangements which underpins membership of the associations. Without this link the GDQ Pledge would not have the necessary compliance links.

The Process for Becoming a GDQ Pledge Signee

What is the process for signing the GDQ Pledge?

Complete and sign the application form and once this has been reviewed and accepted by GDQ (a process which includes checking membership of at least one GDQ partner) your organisation becomes a signatory to the GDQ Pledge and your organisation will be listed on the GDQ website. In addition, you will be provided with a toolkit to use including language and a graphic seal to promote your involvement.

Are potential signees audited before they are accepted as GDQ Pledge signees?

All potential signees need to complete the GDQ Pledge documentation including the GDQ application form and evidence submission, which is reviewed by a GDQ partner, before they can be accepted as a signee. This process includes verifying that any applying organisation is a member of at least one GDQ partner association. The GDQ submission requires evidence of adherence to the relevant Pledge declarations e.g., evidence of using and/or requiring Secure End Links, if this is applicable to the potential signees business.

What is the renewal process?

Your GDQ Pledge will be automatically renewed every year unless an organisation decides not to renew.

Is the GDQ Pledge legally binding?

The GDQ Pledge is a contract between the signees and the GDQ. The link with GDQ will be via the GDQ partner associations for which all potential signees must belong to at least one.

Who qualifies as a signatory for the GDQ Pledge?

Owners, CEOs, Managing Directors or Board Directors qualify to be authorised signatories for the GDQ Pledge.

Can an individual sign the GDQ Pledge?

Individuals can sign the GDQ Pledge if they are members of a GDQ association and agree they are personally responsible for adhering to the requirements of the GDQ Pledge. Individuals should discuss their desire to sign up to the GDQ Pledge with their employers if they are working within organisations that are not signed up to the Pledge.

Marketing the GDQ Pledge

How can GDQ Pledge signees promote their commitment to data quality?

All GDQ Pledge signees are given the GDQ Pledge logo to use on their corporate materials to demonstrate their adherence to the GDQ Pledge as well as recommended language. In addition, all signees are listed on the GDQ Pledge website and included in promotional activities by GDQ about the Pledge.

Once am organisations signs the GDQ Pledge, how are they able to market their participation?

GDQ Pledge participants are sent an email with language recommendations, logo files and usage permissions. We encourage participants to include the GDQ Pledge logo on web sites, emails, marketing materials and social media.

Removal of the GDQ Pledge Recognition

Can the GDQ Pledge recognition be removed?

The GDQ Pledge recognition can be terminated by GDQ. This would be because of a failure by Pledge signees to adhere to the requirements of the GDQ Pledge. This would be a breach of the contract, and the signees would be required to remove all references to adherence to the Pledge and cease making any claims of adherence until such time as it is able to re-confirm its commitment to the pledge.

How do you report a GDQ Pledge signee who is not adhering to the GDQ Pledge commitments?

Initially complaints about non-adherence to the GDQ Pledge should be reported to the GDQ. Thereafter the appropriate individual GDQ association will investigate any relevant compliance issues. Initially any investigations would be considered as a breach of contract between the relevant organisation and the GDQ. However, matters could be investigated using the GDQ partner’s disciplinary/compliance processes if necessary.

What happens to a complaint if a GDQ Pledge signee is a member of more than one association?

The most appropriate association would be selected to investigate a complaint. For example, if a complaint originated from Canada, about a business that was a member of CRIC and ESOMAR, and the complaint was about the Canadian organisation’s activities, CRIC would investigate.

What happens if a GDQ Pledge complaint relates to global activities and not one particular country?

The GDQ would identify which association/s the relevant organisation is a member of, and the association/s would agree if a single investigation by one association is relevant or multiple investigations.

What is the process for making a complaint about the use and application of the Pledge?

If you have a complaint concerning the use and application of the GDQ Pledge please contact Melanie Courtright

Sign the pledge

Instructions for signing

Below is a form whereby you can sign up to the pledge and a PDF copy will be sent to you and to the GDQ. We can then follow up with you to ensure your organisation is listed as a signee.


We pledge to champion and advance the highest standards of data quality across the research, insights, and analytics ecosystem. Our commitment extends beyond our own operations to actively elevate industry practices through our network of stakeholders.

We commit to:

AVAILABLE GDQ RESOURCES

  1. Uphold Rigorous Data Quality Standards in all our Work—Quantitative, Qualitative, and Technology-enabled Research through:

    1. Documented approach to data quality
    2. Verified participant consent & identity
    3. Ensure robust technology & operational processes are implemented & maintained
    4. Ensure all surveys are secure at entry and exit points

  2. Provide Transparency through:

    1. Class of sample (e.g.: affiliate, panel, partner, list, etc)
    2. Data quality metrics (e.g.: GDQ Benchmarking Initiative, ESOMAR 37)
    3. Data quality processes (e.g: ISO, internal SoP, etc)
    4. Use of accurate and consistent data quality terminology

  3. Protect and Elevate the Experience & Rights of Participants:

    1. Follow national and International ethical codes and guidance
    2. Comply with local, national and global privacy regulations like GDPR
    3. Adhere to questionnaire design guidance and best practice

  4. Enable Education & Collaboration through:

    1. Ensure standards are maintained and regularly evaluated across our entire value chain, including work conducted by sub-contractors
    2. Actively educate and empower employees and partners about data quality best practices
    3. Contribute to the body of knowledge and best practices that strengthen data quality across the industry
    4. Advocate for the importance of data quality (i.e., among both clients and partners)

  5. Participate in GDQ Initiatives by:

    1. Membership in at least one industry association
    2. Support GDQ requests for data and volunteer contributions, as appropriate
    3. Adopt and train to GDQ guidance, as appropriate (e.g., link security, quality training, guidance documents)
    4. Commit to the use of appropriate & consistent language from the GDQ glossary

On behalf of my organization, I hereby pledge our unwavering commitment to excellence and dedication to fostering a trusted ecosystem where confidence in high-quality data drives better decision-making.