Years ago as a graduate student at TCU, we were taught in Statistics class to poke holes in the methodology and analysis of reporting on statistics. It was treated as a sort of debate based on metrics and not opinion; their use, misuse, and abuse. We were taught to look carefully at sources, graphical representation, equivalent measurements, causality, sample size, and so forth. Ever since then, I've been quick to criticize statistics like a middle-school English teacher picks out typos.
As marketers, we are among the first to abuse statistics in our favor, and even as consumers have more information at their finger tips, so too do they have mis-information. Even today, buyer beware is the watchword.
Yet as we enter a political season, the stakes are even higher and we must think and vote with care. This recent article in The Atlantic illustrates some more egregious info-graphic lies used to increase interest and click through rates to study sponsors, and advertisers.
We are a graphical, headline-loving, sound-bite oriented culture. Yet it takes only, on average, 12% more time to learn the truth behind the hyperbole.
Okay. I just made that up.
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