Download - Beyond Measure, Erika Hall
![Page 1: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/1.jpg)
Beyond Measure
@mulegirl
![Page 2: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/2.jpg)
!#? !#?
![Page 3: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/3.jpg)
:-)
![Page 4: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/4.jpg)
DEEP THOUGHT,
TELL US THE ANSWER…
OK
![Page 5: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/5.jpg)
7,500,000 YEARS LATER…
![Page 6: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/6.jpg)
???
42!
![Page 7: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/7.jpg)
42!!#!?&wtf!
¯\_(ツ)_/¯
![Page 8: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/8.jpg)
IT WOULD HAVE BEEN SIMPLER TO
KNOW THE ACTUAL QUESTION.
![Page 9: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/9.jpg)
ONLY WHEN YOU KNOW THE
QUESTION, WILL YOU KNOW WHAT THE ANSWER MEANS.
![Page 10: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/10.jpg)
![Page 11: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/11.jpg)
I am a rational biped. All rational bipeds rule.
So, I rule.
![Page 12: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/12.jpg)
![Page 13: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/13.jpg)
:-)
![Page 14: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/14.jpg)
:-(
![Page 15: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/15.jpg)
We have to work together to make better decisions.
![Page 16: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/16.jpg)
![Page 17: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/17.jpg)
![Page 18: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/18.jpg)
Quantitative approaches feel
better, but are often actually worse.
![Page 19: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/19.jpg)
We are imperfect humans
designing things for other imperfect humans.
![Page 20: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/20.jpg)
DON’T PANIC
![Page 21: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/21.jpg)
![Page 22: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/22.jpg)
Fe
![Page 23: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/23.jpg)
Flickr/fungleo
Kirk Siang/Flickr
![Page 24: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/24.jpg)
Fe
![Page 25: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/25.jpg)
Flickr/eskimo_jo
[dramatization]
![Page 26: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/26.jpg)
![Page 27: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/27.jpg)
[a dramatization]
The Nourishing Home / Kelly Smith
![Page 28: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/28.jpg)
[dramatization]
![Page 29: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/29.jpg)
![Page 30: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/30.jpg)
Lucky!
![Page 31: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/31.jpg)
luckyironfish.com
![Page 32: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/32.jpg)
oo
O
O
O
OHO
HO
OH
OHH2C
H2CCH2
CH2CH2C
C
CH2 C
C
:N
N:
![Page 33: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/33.jpg)
![Page 34: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/34.jpg)
Human problems require illogical
approaches.
![Page 35: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/35.jpg)
Stories have
power
![Page 36: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/36.jpg)
Flickr/ Billy Wilson
Only 12 people?!?
![Page 37: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/37.jpg)
2,500,000 000,000, 000,000 bytes
![Page 38: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/38.jpg)
![Page 39: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/39.jpg)
![Page 40: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/40.jpg)
90%?
![Page 41: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/41.jpg)
![Page 42: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/42.jpg)
01101000011001010110110001110000001000000110110101100101
010010010010000001100001011011010010000001100010011001010110100101101110011001110010000001110111011000010111010001100011011010000110010101100100
01101000011001010110110001110000001000000110110101100101
![Page 43: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/43.jpg)
:-)
![Page 44: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/44.jpg)
01101000011001010110110001110000001000000110110101100101
010010010010000001100001011011010010000001100010011001010110100101101110011001110010000001110111011000010111010001100011011010000110010101100100
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
![Page 45: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/45.jpg)
This is pretty creepy when you think about it.
Flickr/ thevlue
![Page 46: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/46.jpg)
![Page 47: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/47.jpg)
![Page 48: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/48.jpg)
![Page 49: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/49.jpg)
![Page 50: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/50.jpg)
![Page 51: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/51.jpg)
Flickr/ thevlue
This is pretty creepy when you think about it.
![Page 52: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/52.jpg)
![Page 53: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/53.jpg)
I am a rational biped.
![Page 54: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/54.jpg)
![Page 55: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/55.jpg)
one line is definitely longer
![Page 56: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/56.jpg)
![Page 57: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/57.jpg)
Original image: Olly Moss
![Page 58: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/58.jpg)
We are blind to our minds.
![Page 59: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/59.jpg)
1 2System System
1System
2System
![Page 60: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/60.jpg)
Fast Intuitive
Emotional1SystemSystem
1
![Page 61: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/61.jpg)
2SystemSlow
Deliberative Effortful
![Page 62: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/62.jpg)
Data doesn’t change minds.
![Page 63: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/63.jpg)
![Page 64: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/64.jpg)
Ease
Clear Display
Related Experience
Primed Idea
Good Mood
Feels True
Feels Familiar
Feels Good
Feels Effortless
![Page 65: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/65.jpg)
26%
![Page 66: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/66.jpg)
Feeling confident?
![Page 67: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/67.jpg)
You might have a case of Dunning-Kruger
![Page 68: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/68.jpg)
“The incompetent are often blessed with an inappropriate confidence, buoyed by something that feels to them like knowledge.”
—David Dunning
![Page 69: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/69.jpg)
Our access to data has evolved,
our brains haven’t.
![Page 70: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/70.jpg)
Data doesn’t have meaning.
![Page 71: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/71.jpg)
42
![Page 72: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/72.jpg)
Obviously, what I can
count should
count more.
![Page 73: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/73.jpg)
We have a lot of data. We make a lot of decisions.
We like stories. We aren’t good at math.
The hard decisions aren’t math problems, anyway,
![Page 74: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/74.jpg)
DON’T PANIC
![Page 75: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/75.jpg)
![Page 76: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/76.jpg)
QuantitativeQualitative
![Page 77: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/77.jpg)
QuantityQuality
![Page 78: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/78.jpg)
![Page 79: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/79.jpg)
What is going on? How are people behaving?
Why? What does it mean?
What is the problem? Any ideas?
Where? When?
How many? How much? How often?
Which yields more?
![Page 80: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/80.jpg)
Usability Studies Field Studies
Interviews
Clickstream Analysis A/B Testing
Surveys*
![Page 81: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/81.jpg)
Are you a statistician?
![Page 82: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/82.jpg)
Flickr/ Billy Wilson
Tight control.
![Page 83: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/83.jpg)
42!Hi!37banana672
![Page 84: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/84.jpg)
No fishing trips.
![Page 85: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/85.jpg)
Know your POV first.
![Page 86: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/86.jpg)
Flickr/gabbahey
![Page 87: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/87.jpg)
![Page 88: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/88.jpg)
The limit of split testing
Your glorious potential.
![Page 89: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/89.jpg)
A B
![Page 90: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/90.jpg)
Push Push
![Page 91: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/91.jpg)
Traffic Quality
![Page 92: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/92.jpg)
Safe Exciting
![Page 93: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/93.jpg)
Attention $$$
![Page 94: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/94.jpg)
New Familiar!
![Page 95: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/95.jpg)
Mine Ours
![Page 96: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/96.jpg)
More Enough
![Page 97: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/97.jpg)
Yes
![Page 98: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/98.jpg)
What is.
What ought to
be
![Page 99: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/99.jpg)
?
![Page 100: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/100.jpg)
![Page 101: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/101.jpg)
![Page 102: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/102.jpg)
DecisionsDecisions
![Page 103: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/103.jpg)
![Page 104: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/104.jpg)
EVIDENCE
![Page 105: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/105.jpg)
EVIDENCE
![Page 106: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/106.jpg)
What should we do?
![Page 107: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/107.jpg)
Surveys
![Page 108: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/108.jpg)
Surveys are the most dangerous research tool.
Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree
![Page 109: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/109.jpg)
It is too easy to run a survey.
![Page 110: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/110.jpg)
Easy feels true.
![Page 111: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/111.jpg)
Bad surveys don’t smell bad.
![Page 112: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/112.jpg)
![Page 113: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/113.jpg)
Direct interaction with users is prohibited by my organization, but I have
been allowed to conduct a simple survey by email to identify usability issues.
![Page 114: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/114.jpg)
![Page 115: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/115.jpg)
[a dramatization]
The Nourishing Home / Kelly Smith
![Page 116: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/116.jpg)
My boss is a convert to Foresee. She was apparently very skeptical
of it at first, but she's a very analytical person and was
converted by its promise of being able to quantify unquantifiable data
—like "satisfaction".
![Page 117: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/117.jpg)
Customer satisfaction is a lie.
![Page 118: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/118.jpg)
“Changes in customers’ satisfaction levels explain less than 1% of the variation in changes in their share of category spending.”
—MIT Sloan Management Review
![Page 119: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/119.jpg)
“Customer-service scores have no relevance to stock market returns… the most-hated companies perform better than their beloved peers.”
—Bloomberg Businessweek
![Page 120: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/120.jpg)
“Over a one year period 6% of ‘extremely satisfied customers’ closed their accounts whilst 5.8% of ‘unsatisfied customers’ closed their accounts.”
—HBR, 1995
![Page 121: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/121.jpg)
![Page 122: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/122.jpg)
![Page 123: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/123.jpg)
![Page 124: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/124.jpg)
![Page 125: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/125.jpg)
Will the people I’m surveying be willing and able to provide a truthful answer to my question?
![Page 126: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/126.jpg)
Never ask people
what they like.
![Page 127: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/127.jpg)
Never ask people
to remember.
![Page 128: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/128.jpg)
Never ask people
to predict.
![Page 129: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/129.jpg)
How likely are you to attend the opera?
Very!
![Page 130: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/130.jpg)
How concerned are you about looking smart?
Very!
![Page 131: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/131.jpg)
How likely is it you are telling the truth?
Not Very!
![Page 132: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/132.jpg)
Lies Poppycock Irrelevancies
![Page 133: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/133.jpg)
Be Better
![Page 134: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/134.jpg)
ONLY WHEN YOU KNOW THE
QUESTION, WILL YOU KNOW WHAT THE ANSWER MEANS.
![Page 135: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/135.jpg)
“At its core, all business is about making bets on human behavior.”
—Ben Wiseman, WSJ
![Page 136: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/136.jpg)
Define success
first.
![Page 137: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/137.jpg)
The most measurable data is not the most
valuable.
![Page 138: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/138.jpg)
Get actionable insights.
![Page 139: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/139.jpg)
Get useful
information.
![Page 140: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/140.jpg)
Make better choices.
![Page 141: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/141.jpg)
We are imperfect humans
designing things for other imperfect humans.
![Page 142: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/142.jpg)
Know your reason.
![Page 143: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/143.jpg)
What and Why
Flickr/johnwiechecki
![Page 144: Beyond Measure, Erika Hall](https://reader030.vdocuments.site/reader030/viewer/2022021500/587414111a28abcb5b8b4ead/html5/thumbnails/144.jpg)
Thank you.