It is all the [[information]] including facts and statistics that you can analyze to reach a result in research. As the famous quality guru Edwards Deming says: "Without data, you're just another person with an opinion." In addition to accessing data, one of the big problems today is to make sense of this data and use it to influence business results. [[Insight]]s from customers, the effects of projects to be carried out, actions that motivate customers become meaningful when they are always based on data and play a critical role in persuading senior management.

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