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How to Find Reliable & Captivating Data

Welcome to our guide for mastering research and data collection. In today's data-driven business world, turning raw information into valuable insights sets you apart. Whether you're a marketer enhancing campaigns, a sales specialist spotting growth chances, or simply creating informative reports, understanding reliable data intricacies is vital. Join us to explore strategies, best practices, and tips for finding the most helpful data for your business. 

First, let's talk about the characteristics of good data sources.

A good data source is...


The world changes fast. Data from ten, five, or even one year ago can become outdated. Use the newest published data whenever possible. Some sources update data often, but not all do. Aim for data that's one or two years old at most. Use your judgment for older data, and always say how old it is. For instance, in the example below, they used slightly older data but clearly stated it's the most recent available year in the bottom left corner.

Generally, the more recent your data source is, the more accurately it will reflect current events which enables you to find the best information.


Secondary data sources like Wikipedia are not the best option because they tend to include other people’s data. Blogs that peddle rumors and express obvious bias are also bad data sources because the information they offer is subjective.

Look for reputable organizations or websites that end in ".gov, .org, .edu." These should be institutions that have consistently shown trustworthy results.

When your business uses accurate scientific research methods to gather data, that data most likely becomes a credible source. Even if the data is unstructured, HubSpot's Custom Report Builder can assist you in creating reports from the ground up.


Is your data source valuable to your organization? If the answer is no, you must look further for a more relevant source. A few examples include- partners in your industry, use data from customer surveys, and online forums from professionals you know.

For example, if you have a food manufacturing business, obtaining data concerning sports equipment sales makes no sense. Such data is meant for a different industry and will not serve a purpose.

How to Collect Data

Understand Your Target Audience 

You must understand your target audiences first as part of the research process. What makes them tick? Where do they hang out? How do they search for information? 

By knowing all these details about your target audiences, you will know what research tools to use what kind of questions to ask and how to ask them, and what possible solutions would appeal to them. That, in turn, makes your research work much easier, and you can get deeper insights into your target audience’s behaviors.

Ask the Right Questions

Your research team should ask the right questions to get answers regarding a particular subject. 


  • Clarify Your Objective
  • Start Broad, Then Narrow Down
  • Use Specific and Clear Language
  • Avoid Biased or Leading Questions
  • Ensure Relevance 
  • Seek Feedback

Remember that asking the right questions is an iterative process. You might need to revise and refine your questions as you delve deeper into the data and gain a better understanding of the landscape. The goal is to extract meaningful and actionable insights that contribute to your research objectives.

Be Open Minded

Personal biases can affect research results significantly, affecting the integrity of the research results. So, it’s essential to have a team that offers multiple perspectives and pays attention to the differences in perceptions among different demographics.

In the fast-changing world of information and choices, gathering the right data is key. This blog discussed how to do it well—setting clear goals, using diverse sources, and analyzing carefully. Following strategies like planning, evaluating, and adapting helps you find valuable insights in the sea of data. In a world full of information, knowing how to gather and use the right data is what leads us to innovation and success.

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