Asking Better Questions With Data

Ask what would change if the number were higher or lower. If nothing changes, the metric may be interesting but not relevant—revisit the population you must serve.

Translate vague terms into measurable constructs: “engagement” becomes clicks, time on page, or survey responses—each with tradeoffs. Link definitions back to variables in your source tables.

Prefer the lightest check that resolves the decision: a stratified table before a complex model. Pair questions with the data quality guide and the fundamentals path for sequencing.