Falsifiable hypotheses. The antidote to torturing your data.

The expression "Torture your data long enough and it'll tell you anything" was hung in a banner in the information analytics department of a direct marketing agency I worked for. It was a friendly deterrent to creatives and account execs who might have a predetermined conclusion for an analysis. In startups, we call can confuse that with vision - so here are a few examples of using falsifiable hypotheses to help avoid that trap.