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When you hear a record breaking number that doesn’t feel right, it’s worth looking a bit deeper. If any of the golden rules of longitudinal analysis are broken - high quality data, consistent sampling and metrics - you may end up drawing the wrong conclusions.


While we await the Met Office telling a bemused nation it just experienced the hottest June average temperatures since records began, a quick reminder of some of the important factors to take into account when producing any longitudinal trend analysis in any sector - be it weather or brands or customer satisfaction.



1. Track the right metric consistently

Do you have any idea what an “average temperature” feels like? No, me neither. Yet that is the currency of modern weather reporting.  Like most averages, it hides a multitude of sins. One of those sins is that it disguises the fact that “average daily temperatures” are being driven up by rising night time temperatures. The Met Office themselves admit this. Urban environments - all that tarmac, concrete, brick and humanity - hold heat and create warmth. 


“Average daily temperature” was the metric the Met Office used though to tell us May 2024 was the highest since records began.  However if you dig a little deeper you’ll see that May’s average daytime temperature actually ranked 8th overall since records began. And when it comes to highest daytime temperature, it ranked just 34th. Those metrics were considered unsuitable for use in a climate emergency story though.


2. Consistency of data set/sample

When you track properly, you need your data set to be consistent. And this is where there’s another problem with Met Office data.  Temperature records technically began in 1815, yet only a tiny proportion of those weather stations have been consistently measuring over that period. In fact just 9 go back to 1900.  Taking more recent history, just 68 of the 103 weather stations in operation 64 years ago have reported consistently. So the “records” are a constantly evolving group of weather stations, making historical comparisons really very, well, challenging is the politest word I can think of. A better measure of changing temperatures would be to focus just on the stations that have been measuring consistently.


3. Data quality

Then there’s data quality. The Met Office tend to rush this stuff out to grab headlines which means it’s likely quite a lot of the data will be provisional and subject to change. But that’s near from the biggest problem. 


A recent FOI request revealed that 78% of measuring stations are classed as grade 4 or 5. These are poor quality locations which have margins of error of +/- 2 degrees Celsius. In fact the 29% of stations in the lowest category 5, have margins of error of +/- 5 degrees Celsius. Remember that when the Met Office gives you temperatures to 1 or 2 decimal places. Heathrow and Northolt airports are examples of a class 4 and 5 respectively.  A better approach from the Met Office would be to publish recordings from just the better quality stations where we can have greater confidence in their accuracy.


Ensuring high quality data, from steady and consistent sources and communicated through the most appropriate metric are the key to good trend data. Given you can build out any narrative you like with data, anything less is just politics.


  • Suzanne Lugthart

I was asked recently - not for the first, and almost certainly not the last, time in my research career - if I could help demonstrate the impact of a social media strategy on a brand’s overall health.


The answer was a categorical no. Because if, like me, you believe that a brand represents everything you say (marketing) and everything you do (product, experience) then you’ll also be wise enough to know that it’s impossible to dismantle one activity from your customer’s overall experience and definitively attribute impact to it.


I liken marketing campaigns to great recipes. The other day I made a chicken laksa. I measured each and every ingredient as per the recipe. It was delicious. Was its deliciousness down to the 15g of finely grated ginger? Or the precisely chopped coriander I added? Who cares. The overall deliciousness was a result of each and every one of those carefully measured ingredients working together.



Being able to measure every single thing we do might sound wonderful but it can also be a huge distraction from the bigger picture of what it is we’re really trying to achieve. Econometric models can move us a little closer to some basic rules. But what they fail to account for is the creativity which is where the magic happens. In the food analogy that’ll be the chef.


Great measurement must start with us focusing on the desired longer term outcomes of our marketing and the behavioural step changes we want to inspire consumers to make. Endlessly poring over hourly data - some of which isn't even counting humans but devices and interactions - can not only be resource draining but ultimately not even that helpful


I’m a believer in investing in market research during a recession. It will put you in a stronger position come the recovery and will help minimise risk in the meantime as you adapt your product/service offering to new customer behaviours

But it’s inevitable that many people will see their research budgets cut. This is a bad thing because it may mean what you do is being seen more as a cost than an investment. So your top priority during a downturn must be to fix that. To work out how to be judged by the value you bring the business, not the number of projects you get out the door or the cost savings you make by bringing work in house

But anyway back to my catchy headline. Market research is a process. What you are really looking for is customer understanding. And this is freely available to any organisation even if they don’t have a penny to spend on market research. Here are some ways you can grab some for free

Spend some time with a customer - if you’re B2B visit them or, if that’s not feasible, build a relationship with some of them and schedule a regular chat


Observe them - if your product is sold in retail, watch how they make decisions in store. If you don’t get thrown out for stalkerish behaviour, chat to a few of them as they exit to try to understand their behaviour


Listen in on the calls your sales team are making or customer services are receiving

If you’re in manufacturing, visit the shop floor and ask people how they think the product is doing. You’ll find they understand the business’s strengths and weaknesses as well as any Board Director


See if someone has already done the work for you: Google is your friend. There’s a ton of research in the public domain. It may not be perfect but it may help


Just promise me that you don’t start writing your own surveys. You only have to look at YouGov to know that garbage questions to a bunch of people collecting loyalty points and with time on their hands won’t help you. Get a pro in to help design something that might get you nearer the truth.


Meanwhile enjoy getting to know your customers better and the real problems you need to solve for them for zero cost apart from your time. Merry Christmas.



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