- The survey
- Within the brief's limits on questions and minutes; every objective answerable; no leading or double-barrelled question; the stakeholder's view tested neutrally; and a sample plan that says plainly when the precision asked for cannot be met.
- The numbers
- Ten to twelve set questions per task: shares, weighted figures, margins of error, significance tests, differences and counts of open-text answers, each checked against the true value.
- The traps
- Skewed samples, small bases, questions asked of only some respondents, averages pulled by a few extreme answers, trends broken by a change of method, stated intentions, organised campaigns and reversals within subgroups.
- The advice
- A recommendation that follows from the data, next steps that would settle what the survey cannot, and none of the mistakes a careless reading leads to.