Meet Marc
With 15 years on the agency side—first as a Project Manager, then as Head of Research, and more recently as Head of Innovation & Data Quality—I have experienced the challenges of poor-quality data from every angle.
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During my last years at Potloc, I led company's data quality program, building it from the ground up. From establishing survey design and data cleaning best practices to evaluating sample providers and fraud detection tools, I developed a holistic, data-driven approach to improving research reliability. I also conducted research-on-research exploring the key drivers of data quality. Through this work, I gained a deep understanding of how data quality directly impacts survey results, but also how it influences critical business KPIs such as reach, speed, cost, and operational efficiency. My efforts played a key role in repositioning Potloc as the high-quality research technology platform and agency it is today.​
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I founded True North Market Research in response to the growing data quality crisis in market research: my mission is to help research buyers regain confidence in their insights and decisions by making high-quality primary research data more accessible.
Marc Di Gaspero, Founder
Why is it called
True North Market Research?
"True North" is a navigation term that refers to the direction pointing to the Earth's geographic North Pole—the fixed, ultimate reference point for orientation. This contrasts with "Magnetic North" (the one we follow with a compass), which shifts due to changes in the Earth's magnetic field and can lead travelers off course.
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In market research, data quality challenges often act like Magnetic North, introducing distortions that lead research buyers astray. My ambition with True North Market Research is to help research buyers navigate these challenges with confidence, ensuring they are guided by reliable, high-quality insights rather than misleading or biased data.
Just as explorers rely on True North for accuracy, True North Market Research's mission is to provide research buyers with a clear, trustworthy path to better data, insights, and ultimately decision-making.​
