Shaping Tomorrow’s Insights Leaders Starts with Us

At 1Q, we believe the future of the market research industry depends on more than technological innovation; it depends on people. The next generation of researchers will shape how we understand consumers, interpret insights, and make data-driven decisions. That’s why those of us who have built careers in this industry share a responsibility to help prepare and empower the talent that comes next.

Our industry is also changing drastically. Many new insights buyers no longer come from traditional research backgrounds, making it even more important to ensure the next generation of professionals is properly trained, grounded in high-quality methodologies, and motivated to enter this field. Without a well-prepared pipeline of researchers, the industry risks losing the rigor and expertise that underpin trustworthy insights.

Investing in Tomorrow’s Researchers

Training the next generation of market researchers requires more than classroom learning. It demands real-world experience, exposure to modern data collection tools, and a strong understanding of data integrity. To help bridge that gap, 1Q is proud to support academic programs that share our passion for quality and innovation, like the University of Georgia’s Master of Marketing Research (MMR) Program.

The MMR program at the Terry College of Business was the first Master of Marketing Research program in the U.S. and is internationally regarded as the standard of comparison for such programs. This program produces professionals who are not only technically skilled but also deeply grounded in the principles of ethical, evidence-based insights.

Through our partnership with the MMR Program, students and faculty gain access to 1Q’s proprietary, permission-based insights platform, giving them the opportunity to conduct real-time, fraud-free research using data from over one million verified U.S. consumers. By working with authentic, high-quality data, students can learn what trustworthy research truly looks like before entering the professional world.

Building a Foundation of Data Integrity

One of the greatest challenges facing today’s research industry is data quality. According to the Insights Association’s Data Quality Benchmark Initiative, more than 40% of survey responses in typical projects are removed for fraud or poor quality. That means nearly half of what many companies rely on for business decisions is potentially flawed.

At 1Q, we’ve taken a prevention-first approach to solving this issue. Our “push-model” technology eliminates the incentives that drive fraud, ensuring 100% verified human responses and Zero Survey Fraud. We believe this kind of uncompromising standard isn’t just a business advantage, but it’s a principle that future researchers should carry forward.

Guiding the Next Generation Toward Better Practices

“The partnership between the University of Georgia’s MMR program and 1Q will further enhance the world-class education our students receive,” said Dr. Marcus Cunha Jr., Director of the MMR Program. “With access to 1Q’s consumer engagement platform, students will be able to bring their coursework to life with real, verified consumer insights.”

For us, this collaboration is more than a partnership. It’s a shared commitment to building a better future for the insights industry. By helping students understand the importance of quality, transparency, and consumer respect, we’re not only strengthening their education, we’re shaping the standards of the entire field.

Empowering Ethical Research at Every Level

Our mission at 1Q has always been rooted in consumer empowerment. We remain the only insights company that pays respondents instantly and directly, giving people real control over their participation. It’s a model designed not just to collect better data, but to create a more honest, respectful exchange between researchers and consumers.

As part of the University of Georgia’s MMR Program Advisory Board alongside industry leaders like The Coca-Cola Company, Eli Lilly, and Microsoft, we’re honored to help guide how future researchers are trained and inspired.

A Call to the Industry

Those of us in market research have the opportunity and the obligation to give back. Whether by mentoring students, offering access to real-world tools, or championing higher data standards, we can all play a role in equipping the next generation to uphold the values that make this work meaningful.

If we want a future where insights are trusted, data is ethical, and consumers are respected, it starts with how we train and support the professionals entering the field today.