Webinar: The Trust Deficit — Why Legitimate Sample Supply Is Disappearing and What to Do About It
The data quality crisis isn’t new. But the conversation around it has been missing something important: the problem isn’t just bad actors — it’s that the market has been quietly rewarding them.
Panel consolidation, programmatic buying, and procurement pressure have created an environment where degraded supply doesn’t just survive — it thrives. Legitimate, high-investment providers are getting squeezed out or drowned out, and researchers are often the last to know. The sample you think you’re buying and the sample you’re actually getting are increasingly different things.
In this webinar, Brian Lamar and Judd Serlen from ROI Rocket pull back the curtain on how we got here, what it looks like in practice, and what researchers and buyers can do about it — right now.
You’ll Walk Away With:
✅ A clear picture of how industry consolidation has eroded the legitimate supply pool — and why it’s accelerating
✅ Real examples of quality degradation that passed basic checks and what the downstream impact looked like
✅ A practical framework for vetting panel providers before you commit your next study
✅ A vendor vetting checklist you can use immediately
✅ An honest look at what separates providers who are investing in quality from those who are just investing in the appearance of it
Who Should Attend:
This webinar is for anyone who buys, specifies, or is accountable for sample quality — brand-side researchers, agency leads, project managers, and anyone who has ever looked at a dataset and wondered if they can trust it.
The market is self-sorting. This session is for the people who want to end up on the right side of that sort.
About the Speakers:
Brian Lamar has worked in marketing research for over 25 years focusing on studying sampling and data quality He is active in the Insights Association Council for Data Integrity, as well as MRII, U of Georgia MMR board, Samplecon, and other industry initiatives.
Judd Serlen is a senior research operations leader with nearly 30 years of experience spanning the full lifecycle of market research, from sample design and data collection to advanced analytics and operational strategy. Currently Senior Director of Research and Panel Operations at ROI Rocket, he brings deep expertise in building high-quality sample frameworks, optimizing panel performance, and ensuring data integrity at scale.
Prior to this role, Judd spent nearly three decades at PSB Insights, where he rose from Sample Manager to Executive Vice President of Operations. In that role, he led cross-functional teams across operations, data processing, HR, and compliance, while developing innovative systems to improve efficiency and accelerate high-quality research delivery. His career has been defined by a hands-on understanding of sampling methodologies and a track record of implementing processes that enhance data quality and reliability.
🔗 Learn more about ROI Rocket: https://roirocket.com
💼 Connect on LinkedIn: linkedin.com/company/roirocket
🎧 Listen to our podcast “Signal & Noise”:
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Related Topics: B2B market research, panel quality, sample verification, research methodology, data quality, market research best practices, B2B panels, respondent verification, research fraud prevention, sample sourcing
