Most data quality assessments fail by being thorough. Six months of cataloguing every defect produces an issue list that competes with every other priority in the company, and nothing on it gets fixed. Being right is not the same as being acted on.
So we run the fast version: in quickly, rules written against your real tables, and a plan your team helped build. The full method is written up in A New, More Effective Approach to Data Quality Assessments, free to read in its entirety.