The partnership will integrate Data Quality Co-op’s shared quality infrastructure into Advertiser Perceptions’ research operations, which aims to add an independent layer of validation into the company’s data standards.

Specifically, the agreement will use Data Quality Co-op’s predictive intelligence capabilities to validate respondent trustworthiness, using the company’s Data Trust Score tool.

Bob Fawson, chief executive at Data Quality Co-op, said: “B2B research requires a distinct level of precision.

“By adopting a shared quality infrastructure, Advertiser Perceptions is proving their commitment to quality through a standardised, independent framework.”

Katie Jurina, chief operating officer at Advertiser Perceptions, said: “By partnering with Data Quality Co-op, we are bringing objective, third-party metrics into our workflow that validate the integrity of our data.

“It allows us to demonstrate to our clients that our sourcing is transparent, measurable and consistently meets the highest industry standards.”