Decision-making is at the heart of business. Making smart choices is why companies around the world seek insights from data sourced straight from their target audiences and customers. But not all data is created equal.
By now, leaders are well versed in the concept of “garbage in-garbage out,” which implies that the quality of a data-informed decision depends on the quality of the underlying data. The challenge, though, is distinguishing between data that is good enough for a low-stakes decision and the kind of “bet-the-company” data that’s necessary for the most important choices a business leader can make. This latter, best-in-class type is what is known as research-grade data.
Research-grade Data is Purpose-Built
Research-grade data relies on high-quality, first-party data. Through rigorous sourcing and verification of respondent data, Dynata provides the highest standards of quality and reliability. Not only are Dynata’s survey respondents unique and validated, but we also have a relationship with our respondents and take steps to ensure the thoughtfulness of response.
Dynata’s research-grade data provides a necessary foundation for accuracy. Quality data alone doesn’t guarantee the accuracy of your study, as sampling and study design are all factors to be considered. Data of research-grade quality is key to powering the important decisions that determine success.
Research-grade data is well-structured, which can lend to data extrapolation/baselining/trending – critical as data is used (and re-used) on an ongoing basis and ever-more important as companies consider synthetic data applications.
The same is true with decision-making: You do not want to stake your career, your quarterly budget, or your competitive edge on just any data. For the critical decisions, you want the highest-quality, research-grade data you can get.
How Dynata Ensures the Benefits of Research-Grade Data
Through rigorous sourcing and verification of respondent data, Dynata provides the highest standards of quality, accuracy, and reliability at scale. Dynata’s research-grade data provides a better foundation for data accuracy (although quality data alone doesn’t guarantee the accuracy of your study, as sampling and study design are all factors to be considered). e. In this way, data of research-grade quality is key to powering the important decisions that determine success.
Dynata’s research-grade data can be enriched, appended, and activated. This affords four crucial features that amplify the effectiveness of decision-making:
- Depth of Audience Insight: The power to add third-party data to panelist data through a variety of strategic partnerships provides a fuller, richer picture of who your true audiences are. This enhanced specificity and depth increases the understanding of respondents to a degree unattainable with exchange-grade data. It can unlock sturdier, more illuminating insights.
- One-on-One Follow-Up: It can be important to get back in touch with respondents who have participated in surveys to have them answer additional questions or dig a little deeper. Because Dynata has first-party data and relationships with respondents, this type of follow-up is possible and particularly useful for longitudinal studies that measure opinions and sentiments over time.
- Activate audiences for marketing purposes: Dynata’s first-party data enables companies to transform proprietary market research into scalable, privacy-compliant custom audiences for precise and effective campaign targeting across any channel.
- Built for future: Well-structured data is designed to be fit-for-purpose and relevant as companies explore broader use of data and applications.
These qualities make Dynata’s research-grade data so valuable. By contrast, exchange-grade data lacks the rigor, depth, and actionability of research-grade data. Exchange grade data is useful only for one-off, quick-turn, lower-impact research. And while exchange-grade data has its purpose, when the important decisions are on the line, only the qualities of research-grade data provide the confidence and capability truly fit for the purpose of long-term or strategic decisions.