Data collection is critical for quality planning, control and improvement. The digital transformation has accelerated change in all aspects of business. In this environment of constant change and evolution, quality methods tools have to adapt to the new technological reality. We, as quality professionals, must take the lead by embracing the application of emerging technologies to continue to build and sustain a quality. In the midst of the changes that technology brings, best practices for data collection are relevant and timeless to turn data into information, and information into insight. This presentation will discuss the difference between data and information, describe the data collection process, and share a set of recommended best practices for data collection.