B
Evidence Grade B
Graded
under review
Safe to Cite
Recent
38%
38% -- data discarded due to quality concerns for market researchers (2025)
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
38%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Kantar
Primary
Tier B
https://www.panoplai.com/blog/a-buyers-guide-to-ai-insights-12-questions-every-team-should-ask-befor… ↗
Source Article
A Buyer's Guide to AI Insights: 12 questions every team should ask before acting on AI customer insights
AI-powered customer understanding tools are everywhere right now — from synthetic data and digital twins to AI-generated insights that promise speed, scale, and cost efficiency.
But there’s an uncomfortable reality underneath the hype: our “ground truth” is already under pressure. In a recent resear…
Original Research
Kantar
· Original study ↗
Methodology
Kantar reported figure on data quality/panel fraud
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
market researchers: 38% data discarded due to quality concerns. Source: Kantar (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/kantar-data-discarded-quality-fraud
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<blockquote cite="https://lighthousedata.io/data/kantar-data-discarded-quality-fraud" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>38%</strong> -- data discarded due to quality concerns for market researchers<br><small>Source: Kantar (2025) · <a href="https://lighthousedata.io/data/kantar-data-discarded-quality-fraud" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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