The organisation, called the Promedius Group, will offer tools to allow companies to see not only whether their respondents are genuine and not duplicated, but also whether they are on other panels, or have taken part recently in similar studies for other firms.

In this 10-minute interview, Robert Bain speaks to Lightspeed’s David Day, who represents Kantar on the board of the Promedius Group, about what has prompted the creation of the new body, and how it will fit in with other data quality initiatives in the industry.

Click here to download or stream the audio.