Conflicting data can be a challenge for any decision-maker. Whether you are analyzing customer feedback, market trends, financial reports, or scientific findings, you may encounter discrepancies, contradictions, or gaps in the information you have. How do you manage conflicting data and make sound decisions based on it? Here are some tips to help you.
The first step is to identify the sources of the data and evaluate their credibility, reliability, and validity. Some sources may be more trustworthy, accurate, and relevant than others, depending on their methods, expertise, and biases. You can also check if the data is consistent with other sources, or if there are any errors, outliers, or anomalies that could affect the results. By identifying the sources, you can weigh the evidence and determine which data to prioritize, discard, or verify.
When your data doesn't agree with your gut, check the data by all means. But, if it turns out to be correct, question your assumptions. Often the most interesting part of a data set is in the unusual or unexpected observations. A popular example is the non-detection of the ozone layer hole by NASA. Scientists ignored the early data deviations as an outlier and ignored it for nearly a decade. Often, decision-makers get uncomfortable with data and discard it when it doesn't agree with their intuition. That's a big mistake and potentially a lost business opportunity.
The next step is to understand the context of the data and how it relates to your decision-making goal. Some data may be more applicable, timely, and specific to your situation than others. You can also consider the assumptions, limitations, and implications of the data, and how they affect your interpretation and judgment. For example, you may need to account for factors such as sample size, margin of error, correlation vs causation, or ethical issues. By understanding the context, you can align the data with your objectives and criteria.
The third step is to compare and contrast the data and look for patterns, trends, or insights that can help you make sense of it. You can use various tools and techniques, such as charts, graphs, tables, or statistics, to visualize and analyze the data. You can also use logic, reasoning, and critical thinking to evaluate the arguments, claims, or hypotheses that the data supports or refutes. By comparing and contrasting, you can identify the strengths and weaknesses of the data and find common ground or trade-offs.
The fourth step is to seek feedback from others who have relevant knowledge, experience, or perspectives on the data and the decision you are facing. You can ask them to review, validate, or challenge your findings, assumptions, or conclusions. You can also solicit their opinions, suggestions, or alternatives that you may have overlooked or missed. By seeking feedback, you can broaden your understanding, reduce your biases, and improve your confidence in your decision.
When you combine humans and data, the results are far superior to either of these operating individually. Ask your stakeholders for their perspective. Scout for people whose opinions are not heard often - that not just improves diversity, but the quality of your results.
The final step is to make a decision based on the data and your analysis. You can use a framework, such as pros and cons, SWOT, or decision matrix, to organize and rank your options and criteria. You can also use a process, such as brainstorming, voting, or consensus, to involve others and reach a collective agreement. By making a decision, you can act on the data and achieve your desired outcome.
When facing conflicting data, identify sources and evaluate credibility to prioritize the most relevant. Understand context related to goals, limitations, and assumptions affecting interpretation. Compare and contrast using visuals and critical thinking to find insights reconciling discrepancies. Seek diverse feedback to validate or challenge analysis—approach with a flexible, open mindset, not rigidity. Aim for balanced perspectives over definitive answers. Spark healthy debate to uncover innovations. Integrate nuanced viewpoints, don't choose sides. Turn conflicts into opportunities to develop robust solutions. Stay inquisitive to unlock fresh perspectives.