Data Integration for Market Research
Last week, we identified data integration as one of the trends impacting market research. Finding the most useful insights from market research requires integrating data from multiple sources into a unified view. Looking at data from one source is only telling you part of the story. The modern market researcher needs to utilize data from a variety of quantitative and qualitative channels, such as transactional data, social media, and survey data, to uncover meaningful insights.
Three considerations for data integration
Data integration does not just happen. You must be thoughtful and deliberate when integrating data from your separate data repositories. Here are a few things to think about when planning for data integration:
- Understand your data, and where it is coming from. Taking account of the data that you want to integrate together is the first step to integrating data sources into a unified view. Take inventory of your data sources and how data is collected.
- Standardize your data formats. You must collect and save data in a predictable manner so that other applications can read it. Standard data formats make automation and integration of data possible.
- Identify common data fields. Each set of data sources must share at least one field with each other so that data can be merged between data sources. If you can’t connect your data back to individual respondents, your data integration is not going to be as effective.
Data integration with Datagame
Datagame, the DIY insights gamification platform, integrates well with most self-service survey tools and data management platforms. The following features enable Datagame to integrate with whatever tools you are using:
- Datagame exports data to a Microsoft Excel file in a consistent and predictable format. This makes it possible to import data into a variety of analytical tools and data management platforms. Perform your analysis using MarketSight, or data visualization in Tableau. The choice of where you use your data is entirely your own. We can also help build a custom API integration to store data from Datagame directly in your survey tool or data management platform.
Contact us if you have questions or need assistance integrating Datagame with your survey or data management platform.