In this article, I provide an introduction to measuring and evaluating data quality using Flow. I briefly discuss data quality dimensions and data quality assessment. Then I examine how a schema-on-write approach increases the time and cost required to assess data quality along with a brief discussion of schema-on-read technology. I then introduce Flow's "Generic Data" technology as a solution to the deficiencies of schema-on-write and schema-on-read for data quality. Finally, I provide a hands-on working example of doing data quality in Flow using some sample name and address data.