Top Strategies and Tools for Collecting Reliable Data in Market Research

  • Post category:Big Data
  • Reading time:10 mins read

Having quality data is essential for any business, project, or organization. Without reliable information, it’s impossible to make informed decisions, evaluate progress, and identify areas for improvement. That’s why data quality matters! In this blog post, we’ll discuss strategies and best practices for collecting quality data during data collection. We’ll explore ways to increase accuracy, reduce errors, and ensure the data you collect is reliable and trustworthy. So read on to learn how to make sure the information you’re collecting is of the highest quality.

Why data quality is important:

Data quality is important in both B2B and B2C businesses because it directly impacts the effectiveness of decision-making and the ability to achieve desired outcomes. Poor quality data can lead to incorrect insights, flawed analyses, and ultimately, poor business decisions. This can result in lost revenue, decreased efficiency, and damage to a company’s reputation.

In B2B businesses, data quality is especially important because of the complex nature of B2B sales and the large amounts of money that can be involved. Accurate data is necessary to identify and target the right prospects, understand and meet the needs of existing customers, and forecast sales effectively. Poor data quality can lead to missed opportunities, wasted resources, and lost sales.

In B2C businesses, data quality is also important, as poor data can prevent companies from understanding their customers and providing them with the products and services they need. Poor data can cause companies to target the wrong consumers, or to misunderstand their needs, resulting in poorly targeted marketing campaigns, low conversion rates, and poor customer experiences.

It is important to emphasize that in both B2B and B2C contexts, data quality is the critical foundation of any data-driven strategy, supporting the day-to-day operation and decision-making at all levels of the organization. Without quality data, companies risk making decisions based on inaccurate information, which can lead to negative consequences.

The different types of data in businesses:

There are many different types of data that businesses use, and the types of data used will vary depending on the specific industry and business goals. However, some common types of data used in businesses include:

Demographic data: Information about the characteristics of a population, such as age, gender, income, education level, and occupation.

Customer data: Information about individual customers, such as contact information, purchasing history, and preferences.

Sales data: Information about the sales of a business, including revenue, number of units sold, and customer demographics.

Marketing data: Information about marketing campaigns and their effectiveness, such as website traffic, click-through rates, and conversion rates.

Financial data: Information about the financial performance of a business, such as revenue, expenses, profits, and losses.

Operational data: Information about the day-to-day operations of a business, such as inventory levels, manufacturing processes, and employee productivity.

Social media data: Information from social media platforms, such as Facebook, Twitter and Instagram, including the number of followers, engagement rates, and sentiment analysis.

Web analytics data: Information about website traffic, such as the number of visitors, bounce rate, and pages per session.

Sensor data or IoT data: Collected from connected devices, Machine learning or other smart devices, to enhance automation and improve the decision-making process.

External data: Data that is collected from external sources such as government, research firms, industry reports or competitor’s data.

This is not an exhaustive list, and the types of data used by a specific business will depend on its unique needs and goals. The use of various data types and the ability to integrate them correctly and meaningfully is becoming crucial for most businesses, in order to gain actionable insights and make better decisions.

Tips for collecting reliable data:

Collecting reliable data is essential for making accurate and effective business decisions. Here are some tips for collecting reliable data:

  1. Define your objectives: Clearly define the goals and objectives of your data collection efforts so that you can design your data collection methods accordingly.
  2. Plan your data collection: Create a plan that outlines the data you need, how you will collect it, and how it will be analyzed and reported.
  3. Choose the right method: Select the data collection method that best fits your objectives. Common methods include surveys, interviews, focus groups, and observational studies.
  4. Use validated measurement tools: Use validated and reliable measurement tools, such as standardized questionnaires and survey instruments, to ensure consistency and accuracy in data collection.
  5. Train your data collectors: Make sure your data collectors are properly trained and understand the data collection process and protocols, as well as how to handle and protect data
  6. Clean and validate your data: Clean and validate your data to ensure accuracy and remove any errors or outliers.
  7. Consider data privacy and security: Keep in mind data privacy and security regulations, and implement appropriate measures to protect the data you collect.
  8. Be aware of biases: Be aware of potential biases in your data collection methods and try to minimize them as much as possible.
  9. Keep records: Keep detailed records of your data collection process, including the data sources, methods used, and any challenges encountered, this will help you to validate, evaluate and improve the data collection process.
  10. Test and pilot: Before conducting a full-scale data collection, it’s a good practice to test your methods and pilot your data collection to identify and resolve any issues.

Following these tips will help ensure that the data you collect is reliable, accurate, and can be used to make effective business decisions.

Case studies of data quality in action:

There are many examples of organizations that have successfully implemented data quality management strategies and improved their overall business performance as a result. Here are a few case studies of data quality in action:

  1. British Airways: British Airways (BA) used data quality software to improve the accuracy of its customer data, which resulted in a 20% increase in targeted marketing campaign response rates. The improved data also allowed BA to identify and target new customer segments, resulting in increased revenue.
  2. AIG: AIG, a global insurance company, implemented a data governance program to improve the quality of its data and ensure compliance with regulatory requirements. The program included data profiling, data cleansing, and data validation, which improved the accuracy and completeness of the data. As a result, the company was able to reduce risk and improve operational efficiency.
  3. Nationwide Building Society: The UK’s largest building society, Nationwide, implemented a master data management (MDM) solution to improve the quality and consistency of its customer data. This improved the bank’s ability to identify and target new customers and led to increased cross-selling and upselling opportunities.
  4. Ericsson: Ericsson, a leading provider of telecommunications equipment and services, implemented a data quality program to improve the accuracy and completeness of its product data. The improved data enabled Ericsson to reduce the number of product returns and improve customer satisfaction.
  5. Walgreens: Walgreens, a retail pharmacy chain in the United States, implemented a data quality management program to improve the accuracy of its customer data. The improved data allowed Walgreens to send targeted marketing campaigns and increase sales as a result of better customer segmentation. The company also reported significant cost savings from reduced mailing and printing expenses.

These are just a few examples of how organizations have used data quality management to improve the quality of their data, increase efficiency, and drive revenue growth. The key takeaway from those case studies is that data quality is a critical component for the success of a business strategy and it requires a consistent approach to be effective.


Data quality is crucial for market research and business decision-making. Tools such as data quality software, data governance tools, data visualization and reporting tools, data integration tools, MDM tools, and data profiling tools can help improve and manage data quality in market research. Successful implementation of data quality management strategies in market research can lead to increased revenue, reduced risk, improved operational efficiency, and increased customer satisfaction. Consistency in approach is key for achieving successful results in market research data quality.