Wednesday, 12th January 2022 at 5:17pmDispelling Dodgy Data

Case numbers, death tolls, and infection rates. In the age of Covid-19, where press conferences and news updates present the nation with the latest scientific findings, we have never been more aware of data and statistics. But with greater awareness comes the greater risk of spreading or falling victim to misinformation.

When it comes to business, backing up marketing material with dodgy data can affect credibility and reputation – and as a consumer, taking facts at face value can lead to ill-informed decision making. It’s one of the reasons why video sharing platform, YouTube is being labelled ‘one of the major conduits of online disinformation’ by fact-checking organisations around the world.

So, how can you differentiate twisted truths from legitimate fact?

Determining the trustworthiness of a source

Sources vary in reliability. Those sources which produce sensationalist content designed to incite panic, which is biased, or feels overly pushy are less likely to use dependable data. Information should be presented neutrally, giving consumers the opportunity to draw their own conclusion rather than being coerced into making one. That isn’t to say that brands can’t use data to their advantage to promote products or services, but individuals should be provided with a complete picture instead of one that only tells half a story.

Assessing the reliability of data

The presence of statistics isn’t always an indication of whether a claim is reliable. Surveys and counts are popular methods of gathering data, but they don’t always measure what we are led to believe they are. Even where they have been carried out competently, they shouldn’t be treated as fact; instead they should be addressed as estimates, particularly where there is margin for error or unintentional bias.

Evaluating the dependability of a claim

Drastic claims make for big headlines but they are very rarely based on fact. Historical data trails are helpful when determining the dependability of a claim. Still, it always wise to bear in mind that accurate, reliable findings can be misinterpreted. Research around a subject is always advisable.

If given proper consideration, statistics have the power to enhance our understanding of all manner of subjects. With greater insight into how to differentiate between good and bad statistics, businesses can capitalise on reliable data with benefits for their brand and their consumers.