Research Isn’t Perfect — But Silence Is Worse

Let’s be real — no research is 100% clean. There will always be a few fake respondents, people giving false answers, or even bots slipping in. It happens in both surveys and interviews. And now that so much research happens online, these things show up more often. We have ways to check and screen, of course — but truth is, some level of error is hard to avoid.

Still, that doesn’t mean research isn’t worth doing. Our job isn’t to chase perfection, but to cut through the noise and find what’s real and useful. That means being honest about what might be off — while still focusing on what matters. Good research is never about ticking boxes; it’s about thinking clearly and listening with care.

We understand why some brand teams get frustrated. Hearing about fake respondents or bad data can make anyone question the value of research. But pulling away completely is risky. Because without consumer input, we end up guessing — or just relying on our own opinions. And that’s usually where things start to go off track.

At Upsize, we don’t pretend research is flawless. But we do believe it can be real, thoughtful, and useful — as long as we stay alert and intentional. We take extra steps in recruitment, check for red flags, and keep our conversations human. Especially in qualitative work, how something is said often matters as much as what’s said.

Yes, fraud exists. But so do real voices. People still want to be heard — about their frustrations, habits, needs, and dreams. And brands that keep listening — even when things aren’t perfect — are the ones who stay close to their consumers, and ahead of the curve.