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A guide for helping market researchers lift data quality
Data quality is a perennial issue in the business world, one that market researchers have been more aware of than many other organizational functions.
Across the last two years, the team at Infotools has been talking with industry experts on a number of subjects that are important to the insights industry through our Now that’s Significant podcast. Throughout these discussions, the matter of data quality has been constantly raised.
This publication is a distillation of these conversations, supported by additional data quality knowledge that we’ve acquired across our 33 years in the insights space. We hope you find this useful in your pursuit of data quality excellence.
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Infotools’ Space to Think series is designed to help inform insights professionals about key themes and trends in the market research industry, especially for those looking to replace or upgrade their market research software and technology.
Infotools was created by curious market researchers who wanted to uncover new ways to better understand the world. And we’re still just as curious. We’re acutely aware of how deep insights require time, and can’t be rushed. That’s why everything we do at Infotools is dedicated to giving market researchers more space to think.
We trust this and other papers in this series will do just that. If you’re interested in other publications in this series, feel free to check them out below.
> A software buyer's guide for market research analysis software.
> The inclusion, diversity, equity, and accessibility handbook.
> The market research software and technology landscape.
> Elevating market research data quality into the limelight.