Lies lies and damned statistics!

As I read the recent report that sledge sales had increased by 600% I was reminded again just how dangerous statistics can be for the inexperienced.  You see, when I read stats like that my mind instantly fills with questions like:

Over what period
In comparison with which period
Are measurements like-for-like (before and after)

Maybe I’m unusual – stats do represent a big chunk of my work after all, but lets’ face it, we all discredit statistics on a daily basis because they raise questions in our own minds.

Image

You could say that it makes no difference, it’s a big positive figure that is useful PR, however, sometimes those big positive figures can do as much damage as good, particularly to a reputation.

The reality is that the 600% increase in sledge sales reported was in comparison with the previous month when we were experiencing milder than average temperatures with no snow on the horizon – hardly surprising then.

Consumers and business associates are canny, they see through nonsense statistics and quite frankly, the damned lies.

DIY research is often the birthplace of these kinds of stats because they aren’t sense checked through experience, understanding and in context.  It’s the human element that has been largely underestimated in the drive towards Big Data and maximising customer, that is actually one of the most important.

Lisa Holt

Toot the horn – we’re 10!

Today is a day of celebration for us all at Zing – we’ve made it to our 10th anniversary.   Hey, we all know this is an amazing achievement for… Read more »

Healthcare Trends Webinar

This week, Lisa led a webinar in conjunction with Simon Marrett from Ellerton Marketing. The webinar discussed healthcare trends across 2020 and 2021, with research undertaken through use of the… Read more »

It was the best of times. It was the worst of times ….

Published in 1859, Charles Dickens wrote the first line to A Tale of Two Cities more than 150 years ago, but it’s so pertinent to 2020.  Let’s face it, this… Read more »

3 words

What 3 words would you use to describe 2020 so far?  Here’s a few for starters … Unprecedented?  Challenging?  Chaotic?  Scary? Dystopian? Exciting? Uncertain? Tumultuous? Mindful?  Life-changing? Anxious?  The reality… Read more »

When a little insight can be just enough….

Once upon a time, not so very long ago, commissioning an insight project typically meant embarking on a long and often pretty expensive journey.  Projects routinely ran for 8+ weeks… Read more »

Coronavirus: leisure, tourism & events

Along with the rest of the UK (and many populations around the world) we’ve spent many weeks now at home under lockdown. However, with the weather warming up, people are… Read more »

Our Clients

We have extensive experience working across a wide range of industry sectors for many leading brands.