Fraud with Numbers

Numbers flummox some, confuse others. I don't know why. Numbers are our friends - if you know me you've heard me say that a hundred times.

What you always need to do is look at the original source data. Then you play around with it, changing axes, imagining it as a recipe - for a cake or scrambled eggs - whatever you make at your house.

If it's market research data think about who asked the question and exactly how the question was phrased. Rarely is a question as non-controversial as "Do you like ketchup with your chips?"

Here's a really good example of how old media obfuscates with numbers. There are zillions of examples every day. Don't fall for it.