We write for ESOMAR's Research World about data quality

Data quality is important in every stage of the market research process, and can even be enhanced in the final stages of reporting and sharing insights, writes our EVP John Bird in his latest article for ESOMAR's Research World. In the piece, called "From history to practice: enhancing data quality in the final stages of market research", he gives some best practices for using technology that is fit for purpose in order to help ensure accuracy and quality.Data quality is important in every stage of the market research process, and can even be enhanced in the final stages of reporting and sharing insights, writes our EVP John Bird in his latest article for ESOMAR's Research World. In the piece, called "From history to practice: enhancing data quality in the final stages of market research", he gives some best practices for using technology that is fit for purpose in order to help ensure accuracy and quality.

John starts by touching on the history of data quality discussions within the industry, dating back to the 1970s and even earlier with the origins of "business intelligence" in the 19th century. Despite decades of discourse, no one has found a comprehensive solution to persistent data quality challenges. And yet, high-quality data is indispensable, he writes, "Over my years in the industry, I have uncovered one thing for certain: it is nearly impossible to overstate the importance of data quality in building true audience understanding."

In the article, he focuses on the final stages of market research projects, and where quality issues can weigh in during data analysis and reporting. He emphasizes the need for purpose-built technology to ensure data accuracy and reliability, particularly in handling diverse data streams and maintaining the integrity of original data. Moreover, he advocates for democratizing data access to empower stakeholders across organizations and leveraging advanced visualization tools to facilitate collaboration and uncover hidden data patterns. Harmoni can help with all of these tasks - it was made for it! 

As the industry continues to grapple with data quality challenges, John remains optimistic about the potential for progress, citing initiatives like the Global Data Quality Project as reason for hope. He concludes the piece with: "As we navigate the final stages of analysis and reporting in market research, purpose-built technology, democratised data access, and advanced visualisation tools emerge as key elements to ensure and enhance data quality, empowering organisations to make informed decisions and derive tangible value from their data."

For the complete article, visit: https://researchworld.com/articles/from-history-to-practice-enhancing-data-quality-in-the-final-stages-of-market-research