DATA INTEGRATION

Data Integration is the systematic collection, collation, and curation of the data received during Market Research exercise and task management to generate a single source of truth. It is a collaborative effort and starts with building a common questionnaire, which is designed by experts, and circulating it to the target audience or consumers for collecting their sentiment about a product or service. At times, data is generated as audio and video files, as well.

The data collection and staging is leveraged over Cloud storage. The experts access this data, clean, and curate it to generate a single source of truth, that provides a 360 degree view of the products and services under research.

Data Integration is important to the Market Research as it provides a consolidated data set for analysis.

Data Validation improves the quality of the integrated data. Tools such as Robotic Testing are used for validating the integrated data on a real-time basis. Data Validation is required to be conducted before commencing with the Data Analysis to achieve accurate consumer sentiment analysis.

Data Integration allows to create a single source of truth from the data elicited through consumers from different channels for research & analysis. It is quite important to generate a single data set that can be sliced and diced with Business Intelligence (BI) tools and analysed with artificial intelligence enabled advanced analytics tools to decipher patterns and trends to understand the popular consumer sentiment and generate a 360 degree view of the products and services being researched.