Posts tagged “stats”

Hallmark Valentine

Hallmark gets a Valentine from AP this year with a ridiculous story describing their detailed research processes to understand what people want.

An 80-person research staff’s analysis of Hallmark’s 2004 card sales was the initial impetus for this year’s line. That combines with more than 100,000 annual customer interviews, focus groups and in-store observations to lay the framework for roughly 2,000 cards in Hallmark’s core Valentine’s Day line as well as another 2,500 offerings through sister brands offered at supermarkets, Wal-Mart and elsewhere.

The card’s designer, Marcia Muelengracht, said she was not at all surprised the card sold five times better than the average Valentine — so well it’s being offered for a second year.

Five times better than the average tells you nothing about how well it sold relative to the number 2, 3, 4, or whatever. If it sold five times more than the its nearest competitor, that’d tell you that this particular Valentine really tapped into something special. This gets into all that horrible stats about standard deviation and mean and median that I don’t really understand – but I understand enough to know that lies, damn lies, and statistics are being used to create a puff piece about this special Valentine that is popular everywhere, and about how much work Hallmark does to understand their customer.


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