Sigma Validation

Market ResearchUnited States2-10 Employees

After 40 years of providing validation and auditing services to the market research industry, Sigma Validation closed its doors effective June 30th, 2018.  CASE4Quality was created by Sigma to continue the advocacy for transparency and accountability across the research supply chain.

BACKGROUND
Sigma was created in collaboration with General Foods (now Mondelez International/Kraft Heinz), and revolutionized the integrity of the research industry by creating the first computerized validation technique in 1978.  Throughout four decades, this technique helped corporate buyers and research agencies ensure compliance to their sampling specifications and research requirements.  

Sigma Validation was implemented as a research standard by such companies as Mondelez International, Kraft Heinz, Unilever, Hershey, Johnson & Johnson and Estee Lauder.  However, due to the major streamlining of costs at many CPG companies, most corporate research buyers have been left to rely solely on their partners to validate their own research and sampling efforts.  At Sigma, we believe that this has led to the degradation of the sampling industry and the inability of research agencies to ensure valid and reliable research findings.

In an attempt to ensure valid and reliable research findings, Sigma Validation collaborated with Efrain Ribiero (former CRO at Kantar), Robin Pearl (former head of insights for The Estee Lauder Companies) and corporate research buyers at such companies as Kraft Heinz, Hershey, GE Appliance, P&G, Walmart, Disney, Amazon, and Pepsi to create the Coalition for Advancing Sampling Excellence (CASE4Quality.com).  Through this initiative, corporate research buyers are collaborating with agencies and providers to establish a mandate for transparency and accountability across the research supply chain.  Such a mandate is fundamental to ensuring valid and reliable research findings.  For more information on this initiative, please contact Mary Beth Weber at CASE4Quality.

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