A quick guide to identifying potential metrics
| Ask Yourself | For Example | Resources |
| Does it leave a trail of some kind? | Database—you may not be aware of relevant data already tracked in your company Auditors—it’s their job to re-create the past from documents | |
| Could it be projected from past experience? | Market research—this part of your firm might be able to give expert statistical assistance | |
| Is it possible that this may already have been researched by someone outside of your company? | Corporate librarian—they can usually point you in the right research direction | |
| Could it be observed in real-time? | Just ask if you can watch or ask them to keep a journal (for a short period of time) | |
| Could it be estimated with random surveys? | Human resources—they might be able to help with the sampling of employees Market research—they may already be doing some customer surveys that you could add questions to | |
| Could you set up a test comparing this to an alternative (i.e., a controlled experiment)? | Perhaps other researchers in your company could help you set up controlled experiments |
Douglas Hubbard is director of applied information economics with DHS & Associates Inc. in Rosemont, Ill. He can be reached at dwhubbard@hubbardresearch.com.
