Market and consumer research

1. Certain panels have a professional-respondent problem. We clean for speeders, straight-liners and anyone in more than four studies a quarter, and none of that reaches the methodology slide.

2. NPS was a reporting ritual. The decisions came off the verbatims and three client interviews; the score led the deck because a bonus was tied to it.

3. Self-reported frequency gets discounted about a third internally for anything aspirational. Seniors do it silently, juniors present it straight, and the client never knows which they got.