If you torture the data long enough, it will confess to anything.
One of the challenges with relying on research, particularly research companies use in their own marketing, is that the statistics used have been tortured.
When you see a sales pitch full of statistics, how do you differentiate the real story from the spin? Short of dismissing all of the data presented (a good idea, but not realistic for most of us), these five methods will be a good starting point. [Read more…]