The first task of a database designer is to produce a conceptual data model that reflects the structure of the information to be held in the database. A common approach to this is to develop an entity-relationship model, often with the aid of drawing tools. Another popular approach is the Unified Modeling Language. A successful data model will accurately reflect the possible state of the external world being modeled: for example, if people can have more than one phone number, it will allow this information to be captured. Designing a good conceptual data model requires a good understanding of the application domain; it typically involves asking deep questions about the things of interest to an organisation, like "can a customer also be a supplier?", or "if a product is sold with two different forms of packaging, are those the same product or different products?", or "if a plane flies from New York to Dubai via Frankfurt, is that one flight or two (or maybe even three)?". The answers to these questions establish definitions of the terminology used for entities (customers, products, flights, flight segments) and their relationships and attributes.

What should a conceptual data model do?