The art of interpretation is critical to translating information into insight and insight into actionable conclusions.

Manual manipulation of any set of data or information also introduces the risk of mistakes being made and going undetected.

Humans are imperfect.  but, several steps can be taken to control the risk that respondents introduce worrisome error.

The success of an insight project begins with a design that answers all key questions and prevents bad data.

There is a frightening amount of bad insight out there.  No one sets out to create it, yet it shows up everywhere.