Over and above quality control checks on the research outputs, the quality management system monitors the research processes themselves.

The combination of "SEAM" quality assurance and ISO 20252 certification audit strengthens control of processes across the entire research project. Systemic errors in the deliverables—due to “confirmation bias”, process errors, etc.—are greatly reduced through prevention and correction.

Hidden systemic errors often are mistakenly ascribed to the effect of marketing actions, resulting in a higher rate of “false positive” conclusions. Reduction of systemic errors greatly improves reliability and accuracy of research conclusions about marketing effects.