Social media research is an important source of insight for most organisations today. But fake profiles, fake sentiment and fake data is a growing problem. This podcast gets to the heart of how data analysis and traditional research can work better together, or fail spectacularly.

In 2018 Facebook suspended 1.3bn fake accounts.

The Mueller report stated 126 million Americans were influenced by fake profiles and content created by a Russian agency to influence the outcome of the 2016 US election.

In April 2019 research from Which? Magazine found that: ‘Amazon is losing the battle against fake reviews’.

Our guests discuss the impact that fake information online is having on customer insight.

Colin Strong, global head of behavioural science at Ipsos and member of MRS Delphi Group

Cordelia Hay, research director at Britain Thinks

Aji Ghose Head of Research & Data Science at Sky

The host is Christian Walsh, Digital Director at the Market Research Society (MRS).

The MRS Delphi Group is a collection of the most respected thinkers in the research, insight and data analytics sector.