Awkward Silences #44 - Being Data-Driven vs. Data-Informed with Hannah Shamji, Consumer Psychologist
Jun 12, 2020
Learn about the difference between being data-informed and data-driven, the importance of putting data in context, building data narratives, and navigating data interpretation in a misinformation age. Hear how Hannah Shamji approaches large amounts of data and works towards unbiased research while staying focused on answering her research questions.
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Data Informed Versus Data Driven Distinction
- Data informed means using multiple data points and human judgment to form hypotheses instead of following one chart verbatim.
- Hannah contrasts data driven as taking data literally to make decisions with data informed as leaving room to interpret, hypothesize, and iterate.
Start With Research Questions Not Charts
- Start every analysis with clear research questions to define the problem before chasing available data.
- Hannah asks what you already know, which subquestions matter, and then chooses specific data sources to answer them.
Client Example Of Overdoing The Data Audit
- A Copyhackers client wanted reasons behind a sales trajectory change and initially considered every data stop.
- Hannah explains they instead clarified the specific question to avoid unnecessary research and focus on useful sources.