When we are looking for business insights that are answers we often have some hypothesis or at least an idea in mind when we look at it. If instead, we look a little deeper and uncover data insight questions we are challenging it. Both approaches can be valuable for marketers.
I want us to be aware of this natural inclination to look for trends whether they are there or not, when we seek out business insights from our business data. And then use this as a warning to cross-check our conclusions or allow for a margin of error.