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IQCS AGM 2024 – Full Report

The 38th Annual General Meeting of the IQCS (Interviewer Quality Control Scheme), held on Wednesday, 20th November 2024, brought together market research professionals, champions of quality, and industry innovators. This annual flagship event celebrated achievements, explored challenges, and introduced exciting initiatives, all aimed at driving quality and innovation in the research industry.


Agenda Highlights

  1. Review of the Year
  2. IQCS Inspections Update
  3. Working Forum & MRS Updates
  4. Harnessing AI in Quality Control
  5. MRBA: Changing Lives in the Industry
  6. IQCS Quality Awards 2024

1. Review of the Year

The Chairwoman Penny Smith opened the AGM with a look back at a successful and productive year:

IQCS Council and Activities

  • Council Composition: Two elected positions are open for 2025, offering an exciting opportunity for members to get involved and help shape the future of IQCS.
  • Working Forum
  • Special Thanks: Huge appreciation was extended to outgoing Council members and supporters, particularly Ipsos, Kudos, and Ronin for hosting meetings and contributing vital resources.

Member Support

In 2024, IQCS continued its unwavering support to members with:

  • Thorough remote inspections ensuring quality standards.
  • Advisory visits, newsletters, and active engagement across the IQCS website and social channels.
  • Collaboration with leading industry bodies, including MRS, AQR, and Global Data Quality (GDQ) initiatives.


2. IQCS Inspections Update

The inspection process remains central to IQCS, ensuring that quality is at the heart of everything members do.

Key Updates

  • Remote Inspections: Conducted via Teams/Zoom, these processes remain robust, thorough, and well-received by members.
  • 2024 Progress:
    • 5 inspections completed to date.
    • 3 more scheduled before year-end.
  • Membership: Projected at 18 companies for 2025, including the newest addition—Smart Connect Research.

ISO-certified members were reminded to submit renewals by 31st December 2024 to maintain their quality accreditation.


3. Working Forum & MRS Updates

The MRS shared critical developments impacting the research sector:

Global Data Quality (GDQ)

  • New tools and guidelines combatting fraud and ensuring high-quality data collection were introduced, including:
    • Over 30 practical techniques (e.g., reCAPTCHA, participant behavior analysis).
    • Industry-wide collaborations to address global challenges in sample quality.

Diversity and Inclusion Initiatives

The MRS Inclusion Pledge highlights commitments to:

  • Diversity in leadership and recruitment.
  • Creating inclusive research methodologies and workplaces.


4. Harnessing AI in Quality Control

Daniel Culshaw unveiled the IQCS Framework for AI, showcasing how AI tools and Large Language Models (LLMs) are revolutionizing research quality control and data collection.

Why AI is Transformative

  • Speed and Efficiency: Automating time-intensive tasks.
  • Cost-Effectiveness: Reducing operational costs.
  • Global Reach: Multi-language support for international research.

Real-World Applications

  1. IQCS Monitors: Real-time quality automation.
  2. Back-checking Processes: Enhanced validation post-interviews.
  3. Language Monitoring: Tools that detect tone and anomalies.
  4. AI for Transcription/Translation: Improving accessibility and accuracy.
  5. AI for List Building: Automating desk research to boost productivity.

Key Recommendations

Transparency and diligence are essential:

  • Be clear about AI usage with participants and clients.
  • Verify AI outputs consistently.
  • Define data control and usage terms contractually.

5. MRBA: Changing Lives in the Industry

At the IQCS AGM 2024, Virginia Monk delivered an inspiring presentation on the transformative work of the Market Research Benevolent Association (MRBA).

The MRBA, established in 1977, is the only independent registered charity supporting professionals within the UK market research sector. Whether facing illness, financial hardship, bereavement, or personal crises, the MRBA provides vital support through grants and interest-free loans tailored to specific needs.


Stacey Charlesworth: A Case Manager’s Perspective

Stacey Charlesworth, one of MRBA’s committed case managers, offered a heartfelt insight into her role. Her work involves:

  • Speaking directly with applicants to understand their full circumstances.
  • Offering compassion and practical support during difficult conversations.
  • Preparing detailed cases for the adjudication panel to ensure decisions are fair, timely, and impactful.

Stacey emphasized the trust and rapport built with applicants, noting that every case reflects the unique struggles—and resilience—of individuals in our industry.


Two Real Stories of Transformation

1. Supporting a Long-Serving Interviewer

The first case centered on an 80-year-old part-time face-to-face interviewer who had worked tirelessly in market research for a decade following a long career in marketing. Despite living frugally, a series of challenges had pushed him and his wife into financial hardship:

  • A beloved pet’s illness: Veterinary bills totaled £10,500, with insurance only covering £2,500, wiping out their savings.
  • His wife’s cancer treatment: She had to leave her job, and her treatment required urgent dental surgery to progress to the next stage.
  • His own health challenges: A heart condition and arthritis limited his ability to take on additional work, leaving him feeling frustrated and embarrassed by his situation.

When Stacey first spoke with him, she was struck by his positivity and resilience, despite his missing front teeth—which he dismissed as “cosmetic”—impacting his confidence. Over several calls and emails, Stacey encouraged him to be honest about his needs, noting how his smile had become a deeper issue than he admitted.

  • The Solution: Stacey presented the case to the MRBA panel, requesting a loan for the dental treatments. However, considering his health, age, and limited income, the panel approved a £3,620 grant to cover both his and his wife’s dental bills.
  • The Impact:
    “Jane and I would like to say a big thank you to you and your charity for enabling us to get much-needed dentistry done efficiently and quickly. This came at a very stressful time for both of us and was very much appreciated!”

This case showcased the MRBA’s ability to restore not just financial stability but dignity, confidence, and peace of mind.


2. Helping a Young Interviewer Rebuild Her Life

The second story highlighted the resilience of a young telephone interviewer who had endured unimaginable hardship:

  • After escaping a violent relationship, she tragically suffered injuries that led to an induced stillbirth.
  • Diagnosed with Postnatal Depression and PTSD, she was unable to work and fell into financial difficulty.
  • Despite receiving Universal Credit, her outgoings exceeded her income. She had sold her mobile phone and laptop, budgeting food costs down to the penny.

Her biggest challenge was securing her tenancy:

  • She had used her rent money to fund her child’s funeral, falling a month behind on rent.
  • To renew her rental contract, she needed a full deposit—a requirement she couldn’t meet alone.

Stacey described how this applicant, though vulnerable, remained determined to rebuild her life. She was proactive in seeking help:

  • She had begun therapy offered by the NHS.
  • Her employer retained her payroll position, ensuring she could return to work when ready.

Stacey’s role involved understanding the complexities of her situation and providing reassurance during a sensitive video call—a method that felt more comfortable for the applicant, who also struggled with alopecia.

  • The Solution: Stacey presented the case to the panel, requesting support for the rental deposit and arrears. The MRBA approved a £2,670 grant, ensuring the applicant could remain in her home and focus on recovery.
  • The Impact: In an emotional follow-up email, the applicant wrote:
    “You’ve literally turned my whole life around in such a short while. I’m so grateful for you taking the time to actually listen to me. It’s been a while since I’ve had the opportunity to speak honestly with someone about everything. I’m literally in tears—I can’t believe this. Thank you so, so, so much!”

This case demonstrated the MRBA’s ability to offer not just financial support, but hope and a pathway forward.


Why the MRBA Matters

These stories, shared by Virginia Monk and Stacey Charlesworth, showcase the MRBA’s dedication to making a real difference in people’s lives. Whether it’s helping a long-serving interviewer regain his smile or supporting a young woman as she rebuilds her life, the MRBA stands as a vital lifeline for our industry.


How You Can Support the MRBA

Virginia closed the session with a rallying call for support:

  • Share MRBA information with your colleagues, interviewers, and recruiters.
  • Become a Corporate Patron, Corporate Friend, or Individual Friend.
  • Follow and amplify the MRBA on social media: @MRBAtweets.
  • Donate to help those in need at www.mrba.org.uk.

Together, we can ensure the MRBA continues to change lives and support our community when it’s needed most.


6. IQCS Quality Awards 2024

Celebrating its 10th anniversary, the IQCS Quality Awards recognized the outstanding achievements of member companies and individuals dedicated to data quality.

Award Categories

  • Interviewer Excellence
  • Data Collection Excellence – Telephone & F2F
  • Best Interviewer Training & Development
  • Quality Ambassador
  • Project Management Excellence

Key Highlights

  • 22 submissions reflected exceptional quality and innovation.
  • For the first time, Highly Recommended awards were introduced in 4 categories due to the exceptional standard of entries.

Winners received:

  • The IQCS Trophy.
  • The Winners Logo for marketing and PR.
  • Recognition on the IQCS website.


Looking Ahead to 2025

The AGM concluded on an inspiring note, celebrating the passion, innovation, and commitment of the IQCS community. As we move into 2025, the Council encourages all members to:

  • Get involved in IQCS initiatives.
  • Share their success stories and apply for an award in 2025.
  • Continue to drive quality standards across the industry.


Join Us: If you’re passionate about quality and want to contribute to the future of IQCS, consider joining the Council or participating in our activities. Let’s make 2025 even more successful!

Follow Us: Connect with IQCS on LinkedIn, and keep visiting www.iqcs.org for the latest updates.