In the opening episode of Season 9 of Data Malarkey – the podcast about using data, smarter –host and Master Data Storyteller, Sam Knowles, speaks with Kelly Beaver, Chief Executive for the UK & Ireland at Ipsos, the global research and public opinion specialist. This wide-ranging and thoughtful discussion centres on the Market Research Society’s “Campaign for Better Data”, of which Kelly and Ipsos are founder members. The central message of the episode is simply this: if business, and society more broadly, want decisions grounded in reality rather than conjecture, we must...