Based in Las Vegas, the practice will focus on research data quality and work with research buyers, insights suppliers and technology companies.

Bremer, who has around 25 years of leadership experience including The NPD Group and Toluna, has formed the business to help clients ensure that their data is authentic and trustworthy.

The company’s name aims to reflect the two parts of trustworthy research – the signals hidden in data and the shared norms used to agree that the signal is real.

“Companies need to stop simply telling clients their data is trustworthy and start showing them,” said Bremer, founder and principal of Signals and Standards. “That means interrogating your sources, validating your respondents, being as honest about your methods’ weaknesses as you are proud of their strengths, and using AI aggressively while auditing it relentlessly. The firm is independent by design.  We have no products to push and no reseller relationships, so the only thing we have to protect is whether our judgment holds up.”

Most recently, Bremer was chief product and research officer at technology startup Tenetic, and before that he was global chief research officer and group president at NPD, which later became Circana. Earlier in his career he was chief research and chief strategy officer at Toluna and held other senior roles at Millward Brown Digital and Harris Interactive.

The company’s service lines are evaluation and validation, AI and market research strategy, data quality standards advisory for buyers and fractional executive advisory for technology startups and growth-stage insights businesses.