Start with simple questions

Simple questions often yield more valuable insights than complex ones. Starting with fundamental inquiries establishes clarity before advancing to sophisticated analysis. These basic questions help everyone align on what matters most in the data.

Here are some simple but powerful questions to ask at different stages:

• When investigating anomalies: "Is this a real change or a measurement error?" or "When exactly did this pattern begin?"
• When exploring opportunities: "What is the single most important metric here?" or "Where are users experiencing the most friction?"
• Before running a test: "What specific hypothesis are we testing?" or "What would make us completely reject our hypothesis?"
• After completing a test: "What surprised you about this data?" or "Does the impact differ across user segments?"

Many organizations jump too quickly into statistical complexity, missing fundamental insights visible through simpler inquiry. By starting with basic questions, you create a shared understanding that makes complex analysis more relevant and actionable when you eventually get there.