> ## Content Index
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# You Want The Truth?
- URL: https://tvrev2beta2.ghost.io/you-want-the-truth/
- Published: 2022-12-07T18:44:22.000Z
- Updated: 2022-12-07T18:44:22.000Z
- Author: John Cassillo
- Tags: Data Validation, Truthset, #sqs, #Import 2026-09-03 20:44, Data

Everyone needs data today, but what good is that information if it’s inaccurate? [Truthset’s new Data Collective](https://www.nexttv.com/news/truthset-launches-collective-to-verify-quality-of-demo-data?ref=tvrev2beta2.ghost.io) is addressing the data validation issue head-on, to help clear up issues like those spelled out below. Among the most glaring – indications around small business owners are accurate just 16% of the time, while voter affiliation is only accurate 67% of the time. Additional findings from across the Truthset Data Collective in Q3 2022:

- Car manufacturer data is accurate for consumers just 48% of the time — which is actually a quarter-over-quarter improvement.
- DMA data is accurate 92% of the time… which still means that 8% of all spend based on metro area in the U.S. is completely wasted on people that don’t even live there anymore.
- Military status is accurate just 33% of the time — which is of particular interest to the many brands that use military service (past or present) as a qualifier for consumer communications.