Diving Deep into Data Collection: It’s Not Just About Numbers!

Data Collection: The systematic gathering of information through various methods such as surveys, experiments, or observations.

In today’s ever-evolving digital age, where businesses make critical decisions every minute, the art and science of data collection has never been more crucial. But hang on, when we talk about data collection, do we always mean columns of numbers and pie charts? Let’s unravel the layers and discover the more profound essence of data collection.

Let’s begin with a pivotal question: Why does data matter? Not just the quantitative, number-driven data, but qualitative, story-rich data? It’s because every bit of information tells a story, offers a new perspective, and uncovers a new dimension.

Remember the old fable, “Every picture tells a story”? That’s exactly what Gray, Hilton, and Bijak suggested in their exploration into agent-based models (2017)¹. Decisions, behaviours, and choices all form a narrative that can shape policies and impact futures. So, when we dive into data, it’s like diving into a universe of countless stories waiting to be told.

However, here’s where the plot thickens: Not all data collection methods are created equal. 

While Schoenherr, Ellram, and Tate (2015) pointed out the efficacy of survey research firms in amassing empirical data, they also flashed a yellow light of caution.² These methods, though efficient, can lead to ‘survey fatigue’. So, what’s the alternative? Enter qualitative research.

Elizabeth Halcomb’s insightful take on qualitative data collection sheds light on the importance of creativity in this domain³. While our world is awash in numbers, there’s something intrinsically powerful about a handwritten diary or a storyboard. These methods allow participants to express deeper feelings, untapped experiences, and raw emotions that numbers often overlook.

And, this begs the questions to you:

• How are you collecting your data?
• Are you relying solely on spreadsheets, or are you also tapping into the rich reservoir of stories that qualitative research offers?

Empowering businesses with both types of data facilitates well-rounded decision-making. It’s not just about understanding market trends but resonating with the emotions and stories behind those trends.

Build bridges

To all organisations out there: Embrace innovative methods of data collection. Dive into not just the how and what, but also the why and who. Let your data collection methods be the bridge between numbers and narratives.

And finally, a call to action:  In your next team meeting, brainstorm ways to diversify your data collection strategies. Consider adding qualitative tools and watch how they amplify your insights.

Because in the grand tapestry of business and life, every data point matters. Every story counts. And it’s on us to listen, learn, and leverage.

So, dear reader, how will you collect your next piece of data?