1. Careful with your stats
Jon Corippo

2. If your customers are 90%
happy, is that good?

3. Not if you are a 600 bed
hospital....
60 people might be getting
ready to sue you.

4. ASK HARD
QUESTIONS
Superfreakonomics says
people will be too kind

5. Watch for
outliers
They are the
vanguard

6. Watch for
outliers
They are
misinformed

7. Sometimes you can’t
please everyone

8. COLLECT DATA
NOT TEXT
Use the checkboxes and radio buttons or you just get WORDS
0
50
100
150
2007 200
2008
2009
2010

9. COLLECT DATA
EARLY
Adjust QUICKLY
VALIDATE THEM

10. DO BIG
SURVEYS
Then do little ones, focus group it.

11. Don’t get emotional
about results
Do you want to win the
battle or the war?

12. HEY!
YOU asked the question
EMBRACE
The answer!