Data Integration for Market Research

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:

  1. 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.
  2. 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.
  3. 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:

  1. Qualtrics and Confirmit seamlessly integrate with Datagame. The question captures the Datagame Player ID for each respondent, making it easy to link data between the survey data and Datagame. Deeper integration is possible with some JavaScript programming, which allows data to be fed back into the survey platform and used for survey flow or logic.
  2. JavaScript publishing allows a Datagame to reside just about anywhere. Most survey platforms support JavaScript questions, allowing you to integrate a Datagame directly in your survey flow. You can also use JavaScript to embed a Datagame in an HTML page.
  3. Redirect chaining. For survey platforms that do not accept JavaScript, you can still integrate your Datagames with your survey using redirect links. Your hosted Datagame can redirect respondents into your survey flow. Alternatively, if your survey platform supports redirects, you can redirect from your survey flow into a hosted Datagame.
  4. 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.