Comms Measurement Body AMEC Joins Data Quality Drive

The Global Data Quality initiative, an international effort launched in 2023 and backed by many of the world's biggest research associations, has been joined by media intelligence and insights organisation AMEC. The initiative aims 'to address emerging and ongoing risks associated with poor data quality'.

The initiative already has the backing of ESOMAR, the Insights Association, the MRS, the QRCA, SampleCon, The Research Society (Australia), Canada's CRIC, Austria's VMÖ, and the Global Research Business Network (GRBN).

AMEC (the International Association for the Measurement and Evaluation of Communication) describes itself as 'the world's largest media intelligence and insights professional organization', representing more than 200 member organizations in 86 countries.

The Association says that with the explosion in unstructured data, it will examine the key factors contributing to quality challenges including human bias, inconsistent definitions, the lack of clear benchmarks and guidelines, and 'a general absence of rigorous measurement and performance tracking'.

Rob Key, AMEC Director and founder and CEO of the AI-powered NLP and predictive insights firm Converseon, will lead AMEC's involvement, and comments: 'We believe we have an obligation to 'get the data right' to accurately reflect the opinions of consumers and other key stakeholders in a trusted manner that also aligns with growing AI-related standards and regulations'. Insights Association CEO Melanie Courtright adds: 'Unstructured data represents an essential and powerful dataset that is having increased influence and impact across the insights industry. We welcome the expertise AMEC provides and are excited to extend the GDQ's efforts into this important and growing area of the insights ecosystem'.

Web site: www.amecorg.com .