What is representative data?
Representative data means that the data collected and used for analysis reflects the entire population or the target group intended for investigation. It is important to understand that “representative” is not just about collecting a large amount of data but rather ensuring that the data covers all relevant segments of the population.
Traditionally, the research industry has considered certain specific groups more difficult to reach than others. This includes minorities, youth, individuals with disabilities, and others. Currently, the industry is undergoing a paradigm shift where the use of such misleading data is no longer accepted.
Ensuring representative data is a central aspect of achieving accurate and reliable information in all sectors of society. This means that data collection and analysis include individuals from all parts of society, regardless of gender, age, ethnic or cultural background, socioeconomic status, or other demographic factors. By doing this, we can gain a more comprehensive and nuanced understanding of various phenomena and trends.
Of course, this does not exclude the importance of the sample being both random and large enough to be statistically significant. It is also not sufficient for representation to be present only in the sample; it must also be reflected among the respondents.
If certain groups are systematically omitted or underrepresented in data collection, we risk obtaining a distorted picture of reality. This can lead to incorrect conclusions and decisions that do not take into account the needs and perspectives of all stakeholders
Are you a data and insights buyer? Ensure that representative data is included in the requirements for your provider.
