Transactional and Perceptional Data

To better predict future trends, every business collects and analyzes sales figures and other point-of-sale information, known as transactional data. So why should perceptional data be any different?

Strategic perceptional data are the attitudes, concerns, thoughts, ideas, and opinions of individuals who affect your business. They can range from what customers think about a new product to employee satisfaction and whether employees are engaged. Employee satisfaction surveys, employee engagement surveys, customer satisfaction, and member satisfaction surveys are only four generic survey types out of many that are administered to a wide range of stakeholders.

Perceptions are just as important to evaluate as transactions, and they constitute an integral piece of a company’s overall data analysis strategy.