Caras ConsultingStat Sniff Test

The Stat Sniff TestDiscover whether a number is a genuine measure or marketing.

Every week a number lands in your inbox. "Our format drives a 47% lift in brand recall." It is bold, it is rounded, it is on a nice slide, and you are about to repeat it to your boss, your client or the market.

Some of those numbers are solid. Some are not. The catch is that they look identical on a slide, and the difference only shows up later, when someone asks "how do they know that?" and you are the one owning it.

This is a quick confidence check. Nine questions, an honest score, and the specific things to look out for before you stake your name on someone else's number. You do not need to be a statistician. You just need to know where to look.

Question 1 of 9

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Red flags to resolve

Built by Anita Caras, Caras Consulting.
I help industry bodies, media owners, brands and ad-tech businesses tell the difference between measurement and marketing, and build numbers that survive the scrutiny. If a stat you are about to publish landed in the amber or red, that is exactly the kind of thing I am useful for. Come and say hello.

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A quick confidence check, not a substitute for proper methodological review. Sources for the principles inside it: CAP Code rule 3.7 (substantiation) and the MRS Code of Conduct (making method available). © Caras Consulting.