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Wednesday, January 28, 2009

Marketing Execs Say Use Fewer Numbers

In Adage, This is a dangerous way to fool yourself. The worst cases I have seen of research misapplied is when researchers find what they are looking for, emotionally tainting results. Also known as confirmation bias. With this executive view they don't even have to fool themselves! Numbers and common sense are both important. Stories are excellent as examples, or as a means to represent results. But how do you know they are not just ... stories?

Message to researchers: Fewer numbers, more stories
Researchers are being told to rely less on number-crunching and more on insights from consumers.... "
Related ... Gut decisions vs Analytics.

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