Data Geniuses Who Predict the Past

Data Geniuses Who Predict the Past

If there is one thing I hope you remember from your college statistics class, it’s this: Correlation does not imply causation. This is especially important to remember in our world of big data. Any large dataset will have hundreds of thousands of correlations, but most of those correlations will reflect purely random occurrences that mean…

10 Rules to Make Your Research Reproducible

10 Rules to Make Your Research Reproducible

Suppose your colleague left her job tomorrow and you needed to recreate, and double check, all of the work she produced for a research study just completed. You probably couldn’t do it. Think of every step along the way: exactly how the survey was programmed, how data were cleaned, why certain respondents and not others…

Good Research Has Insights Baked In

Good Research Has Insights Baked In

Here’s a sobering question for professionals who work in the “insights” industry: How much of your market research really offers insight? Not just validating data, or routine measurements, or pro forma tracking. Not just percentages of “how many said what” in a customized study. By true insight we mean: a direct answer to a deeply…

Lessons from NYT on Data Dump Research

Lessons from NYT on Data Dump Research

I often look to excellent journalism as a model for how researchers should turn data into stories: Do investigative work, interview the right people, analyze the details, then lay out a meaningful and contextualized narrative about the who, what, when, where and why. In fact, when I talk about our research and analysis approach that turns data…