Turn Up The Signal, Wipe Out The Noise

Jan 23 2015 Published by under book review

The Signal and the Noise deals with the challenges of making predictions and is essential reading for anyone who wants to understand both the potential and limitations of big data. The author, Nate Silver, famously beat all the professional pollsters in making predictions about the last two US presidential elections and has written extensively on the limitations of models and experts in accurately forecasting the future. Read more »

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Answers without Questions

Sep 13 2012 Published by under insight

I believe that market research still relies far too much on direct questions and answers and that many current practices in research suffer from serious flaws. There are three big problems in relying on direct question and answer approaches:

  1. They do not take account of the different systems in the brain
  2. They too often ignore the importance of context (and it’s role in memory)
  3. The act of asking questions can itself change the answers you get Read more »

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