The marketing manager for a large Internet business told me that her company had considered starting a blog to communicate with their clients; however, they decided not to after they conducted a survey of their customers where 85% said that they never read blogs.

Basing actions on a survey can be a good idea, but I would not have made the assumptions that this company did. This post is not about convincing you to have a blog (although you probably should). Instead, it is a warning about letting your biases cloud your interpretation of data and your decision making. [Read more…]