• 11 October, 2026

A business database may contain thousands of records, but its usefulness depends on the accuracy of each entry. An incorrect address, outdated telephone number or misplaced location can weaken the decisions and services built on that information.

In an eMpulse case study involving location-based services, the assignment required collecting and verifying information about business establishments.

Going beyond desk research

The project combined secondary research with physical visits. Field staff visited establishments, captured location information and checked details such as business names, addresses, telephone numbers, opening hours and weekly closures.
Supporting photographs and documents helped create a consistent record for each establishment. This approach addressed an important challenge: information found in an existing directory may need verification before it can support a reliable location-based service.

Building quality into the process

The project used detailed quality checks, including telephone verification. The team checked whether contacts were business owners or authorised representatives and whether information followed the required format.
Even small details mattered. A business-name field, for example, needed to contain the establishment’s name rather than promotional messages or telephone numbers.
For organisations building business directories, outlet databases or market maps, the lesson is clear: collection and verification belong in the same plan.

Key takeaway:The number of records collected is only one measure of success. Their accuracy determines how useful they become.

Need verified market information from the field? Discuss your data collection requirements with eMpulse.