3. Data-based decision making

Data Based Decision Making

 “Computers are useless.

 They can only give you answers.”

 Asking the aright questions

A leading brand of nappies asked, “What’s the most important feature in a nappy?

The answer: absorbency.

So the company promoted their nappies with a message of absorbency. But, their market share went down.


Ask the right questions

 Drilling down to a specific purpose will help you determine what data you collect, how you analyze it and how you make the results meaningful in supporting your decision-making.

  • Define your purpose
  • Be as specific as possible
  • Decide if you need to adjust or augment data collection

I had an hour to solve a problem I’d spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.

For once I know the proper question, I could solve the problem in less than five minutes.

Albert Einstein

 Ask the right questions. What would Einstein do?

To better define the question, you can do the following:

  1. Rephrase the question.
  2. Consider a broader or narrower version of the question.
  3. Rewrite your question statement from the perspective of different stakeholders
  4. Assume there’s more than one possible solution
  5. Use language to frame the question in a more exciting way
  6. Reverse the question and think about what you would do to generate an opposite intended results