Start with a purpose.
Use information that is relevant to a clear commercial question. More data is useful when it improves understanding and supports an appropriate decision.
Responsible Data
Sound judgement.
Responsible data.
The value of data depends on how it is selected, interpreted and used. These principles guide our view of responsible analysis.
Understand the context.
Consider where information comes from, what it represents and what it may leave out. Coverage, recency and uncertainty all affect the conclusions that can be drawn.
Exercise care.
Respect privacy, confidentiality and the conditions attached to information. Responsible use requires attention to appropriate access, proportionate detail and the purpose of the analysis.
Keep judgement central.
Make assumptions and limitations visible. Analysis should support considered human decisions, with room to question the evidence and revisit a conclusion.