In many market studies, the collection of data and information is an essential requirement. As paradoxical as it may seem at first, this task is based on the principle of having a minimum number of records, without which it would be almost impossible to contact the people of interest. This situation is characteristic of CATI or CAWI interview projects. Otherwise, methods such as snowballing can lengthen the collection periods and do not guarantee meeting quotas or gathering a reasonably random sample.
For this reason, several brands offer databases with records of different individuals and legal entities for sale. Several years ago, one of the most widely used and publicly accessible databases was the Yellow Guide or its equivalent in each country. It was a book that recorded the names, addresses, and telephone numbers of companies and individuals (the latter in the Gray Guide section). However, these days, this tool is no longer available and relies on archives that must meet minimum standards in the following four scopes.
Privacy. As we mentioned in the previous paragraph, some information enjoys varying degrees of protection under national legislation. Previously, this issue wasn’t as problematic, as accessibility and the amount of data available for use and manipulation were very different from today. Thanks to new concerns and advances in the protection of these records, it is now required that anyone who possesses personal data have the tacit, documented consent of the owner, as well as be informed of the uses to which such information will be put.
Confidentiality. One right that individuals have acquired is the right to object to the use of their data and information. In other segments, such as the industrial sector, there are significant limitations on access to these databases due to reasons of secrecy. In any case, this scope limits the quantity and quality of the available databases. When the level and number of participants in a sector are quite limited in this area, it is recommended to use other research techniques such as in-depth interviews and desk studies.
Topicality. One factor that determines whether a database is useful or not is the time lag between the capture of information from a record collection and the time it is used in field surveys. Interviewers frequently encounter contact data so old that it makes it almost impossible to achieve realistic productivity metrics. Whether you acquire or generate databases, it is recommended to ensure a continuous verification and update process through available mechanisms.
Relevance. Assuming you have found a database that meets the three previous criteria, it remains to be confirmed that it truly serves the intended purposes. Sometimes you will find databases that have high productivity in terms of the ratio of useful records to the total number of records. However, in reality, you may discover that almost none of them are part of the niche you want to explore. Given this fact, you can search for thematic data collections, which, due to their lack of availability, can be expensive.
In practice, there are many ways to use these tools. In some situations, the same brands that conduct market research provide their intelligence departments or suppliers with the foundation for discoveries. In contrast, in other scenarios, market research agencies themselves are required to provide these records. Regardless of the circumstances, the enormous strategic value of these collections in achieving the stated objectives is evident.
At Acertiva, we have been working with clients from various industries for over two decades to meet their needs in consumer and brand knowledge. We have assembled a team of analysts and strategic allies ready to address your concerns in our field within the LATAM region. We offer an initial fifteen-minute consultation to help you organize the approach for your future studies. From there, together we can begin to make your next success story a reality.
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