For architectural product companies, data isn’t just numbers and specs – it’s their ticket to standing out.
The shift towards data-driven decisions
Remember when a glossy brochure and a handshake were enough to get your products specified? Those days are fading. Today’s architects and designers are diving deep into product data before making decisions. Specifiers want (and need) instant access to technical details, certifications, and sustainability credentials – without the back-and-forth with sales reps.
In a previous article (Why the future of specification is self-service), I discussed how specifiers are moving towards self-service and why manufacturers need to adapt to this change. We mentioned that self-service specification is data-driven by definition – but we didn’t discuss what this data actually looks like.
In this article, I’ll try and demonstrate how the quality of product data plays a critical role in that shift. Specifically, we’ll break down what quality product data actually means and why investing in it is essential for staying competitive.
What does "quality data" actually mean?
Quality data is more than just a collection of product attributes – it is a structured, comprehensive, and trustworthy information set that directly influences how products are discovered, evaluated, and specified. Whether used by sales consultants or in a self-service specification environment, high-quality data is what enables architectural product companies to make their products stand out.
To truly understand what quality data looks like, we need to break it down into three fundamental aspects:
Completeness
Completeness is the most traditional and fundamental layer of quality data – the foundation upon which everything else is built. It refers to having all the relevant information needed for a product to be confidently specified.
This includes technical metadata (such as sizes, materials, and performance metrics), certifications, compliance documents, high-quality visuals, 2D/3D models and more. Essentially, it’s about making sure nothing is left out.
A product’s attractiveness and credibility are directly tied to how well its data package addresses all aspects of the specification process. Incomplete or vague data will only create friction and discourage specifiers from considering your product seriously. Additionally, completeness helps decision-makers evaluate products more efficiently, allowing them to compare various options side-by-side with confidence.
Traceability
(1st mentioned by Phanos Hadjikyriakou in #LoadBearing – https://open.spotify.com/episode/7kQdMKA0wfriWqU3SMp4Bt?si=8e1020ac09de4aab)
Traceability is the biggest change we’ve seen in specification environments over the last decade.
As product requirements grow more complex and compliance demands tighten, traceability is the cornerstone of trustworthy data. It’s not enough to make bold claims about performance, sustainability, or compliance – today’s manufacturers need to provide evidence to back up every statement.
This means ensuring that each specification point is linked directly to verifiable documents such as test reports, certificates, and compliance records. If specifiers cannot trace a claim to its source, they will likely move on to a product that offers that assurance.
Trustworthiness is not granted – it’s earned through transparency and consistency. Manufacturers that consistently provide accurate, validated data build credibility over time. The ability to offer verifiable information, backed by reliable documentation, is what makes your product data trustworthy in the eyes of specifiers. This is especially critical when designers are seeking reassurance that the products they specify will meet compliance requirements and perform as promised.
Structure (and flexibility)
Structure goes beyond organisation — it is the key to future-proofing your product data.
A well-structured data system should enable users to review information quickly and efficiently, whether through summarised product bullet points or by providing instant access to deeper data dives when required. This dual-layered accessibility is crucial for specifiers who need to move rapidly between high-level overviews and detailed technical information.
Moreover, structure is directly tied to flexibility. High-quality data should be organised and formatted in a way that makes it easily accessible, readable, and integratable across various platforms such as BIM systems, product discovery tools, and compliance systems. The ability to quickly repurpose data for marketing, compliance, or specification requirements without compromising accuracy or consistency is what gives manufacturers a competitive edge.
Companies that invest in structuring their data properly are not only ensuring usability for today’s needs but also preparing themselves to adapt more effectively to technological advancements and changing market requirements. Structured data is future-proof data.
Wrapping up
Understanding the data that powers self-service specification is crucial. It’s not just about having information available; it’s about having the right kind of information, structured in a way that enables designers and specifiers to make confident, data-backed decisions quickly. This distinction between ‘having data’ and ‘having quality data’ is what separates successful manufacturers from those that fall behind.
