Five kinds of questions that matter before anyone opens the data
This one grabbed me because analytics, once you strip away the dashboards, is really just the craft of asking the right question before you touch the data. You can build a chart in an evening — figuring out which question was worth asking in the first place is the actual skill, and nobody formally teaches it. The five question types the authors lay out — investigative, speculative, productive, interpretive, subjective — mapped almost one-to-one onto how I filter material for this blog: the real signal isn’t “what’s new,” it’s “what haven’t I asked yet.” And what really caught me is that the authors treat subjective questions and psychological safety as legitimate decision-making tools, not soft fluff — which is exactly the part analytics tends to quietly step around.
Same caveat as before — swap in your actual reason if this doesn’t match it.
