What you see isn’t always what you get.
Horse meat in our Findus Crispy Pancakes. Sub-prime mortgages hidden within bundles of triple-A rated loans. Dodgy surveys parading as fact.
This deception – whether intentional or accidental – has far-reaching repercussions. In the case of faulty research it can lead to sub-optimal decisions and missed opportunities. And it’s an easy mistake to make. Statistics carry a sense of authority and it seems counter-intuitive to challenge the statement that ‘customers told us’. But challenge we should.