The Limits of Data

Living in Silicon Valley, I have watched the rise of the UX (user experience) job title. A number of my friends hold this illustrious role and, frankly, I love to watch them work. These are some of the most imaginative people I know and their super power is asking good questions and then keeping their mouth shut. Sure, they often start with analytics. There is no shortage of data that can be generated. However, data has its limits.

Data has no emotion or desire or ideas. But people do. At Stanford Design School, students are taught to listen with an eye toward any emotions that might be displayed during a user interview. Did the user change their breathing, laugh uncomfortably, smile naturally or use emotion words when describing their experience? Probe deeper there. Ask more questions so you can create more imaginative solutions. We know this approach is more effective than simply looking at spreadsheets when it concerns technology purchases. Wouldn’t it be infinitely more effective when determining where to live or whether to stay living there?

So why are we satisfied with resident satisfaction surveys when we know that personal interviews are necessary to help us understand the data? At CARES, we can personally visit every new resident and every resident coming up for renewal. We listen and can help you create a community that truly meets the needs residents don’t even know how to express. Contact us today to experience how well we listen.


Would you like more information about the CARES Program and what we offer? Visit our website today. You can also follow us on FacebookTwitter, and LinkedIn.