You can’t see what it is, but you can feel something unsettling. It’s lingering. You keeping looking over your shoulder at work. Nothing. You check your backseat when you get in the car. Nothing. The feeling follows you home. You have dreams about it. That survey. That data. It just can’t be right.
Without historical data to look back on and very little secondary data, Kreg Tool’s newly created Business Insights team was in a tough position: report data from three separate surveys indicating market share at half of what the internal belief was, or explore the gut feeling that something just wasn’t right.
Exploring the gut feeling that data can be wrong, we’ve emerged with learnings for any researcher who’s not quite sure where to start.
This session will provide steps for:
- Exploring (and sometimes challenging) internal beliefs that contradict data
- Evaluating the “gut feeling” that something isn’t right in your data
- How to move forward when the dust hasn’t totally settled