MKT.12:2 - Problem

An organisation can collect abundant feedback without learning what its next decision requires. A buyer’s stated preference may concern acquisition rather than use. A score after delivery may omit a difficulty that appears later. A striking interview may reveal a possible explanation while leaving its prevalence unknown. Combining these observations into one customer metric loses the question each can answer.

The remedy is to construct the inquiry backward from a receiving decision, then forward from obtainable observations to a warranted answer. Keep the work being studied, the person reporting it, the observation and the inference distinct.