Start With the Decision, step by step
From decision to design.
- Name the decisionWhat will be done differently depending on the answer.
- State the optionsThe two or three courses actually under consideration.
- Identify what would settle itThe specific evidence that would tip the choice.
- Choose the methodThe cheapest design that produces that evidence.
- Set the decision rule in advanceWhat result leads to which action, agreed before fieldwork.
Agreeing the decision rule before seeing data is what stops results being reinterpreted to fit the preferred answer.
Questions about the Start With the Decision poster
- What’s on the Start With the Decision poster?
- 5 numbered steps. From decision to design. Name the decision — What will be done differently depending on the answer.; State the options — The two or three courses actually under consideration.; Identify what would settle it — The specific evidence that would tip the choice.; Choose the method — The cheapest design that produces that evidence.; Set the decision rule in advance — What result leads to which action, agreed before f…. Agreeing the decision rule before seeing data is what stops results being reinterpreted to fit the preferred answer.
- Who is the Start With the Decision poster for?
- Start With the Decision belongs to the Marketing section rather than to a school year, because business is not something one grade owns. Anyone learning research can pin it up — a beginner, a student mid-course, or someone revising years later.
- When should you use the Start With the Decision poster?
- If no answer would change what you do, the research is not worth running. A wall chart earns its place by being glanceable from where the work is happening, so Start With the Decision belongs on the wall where that business work actually happens, within glancing distance, rather than filed away.
- What other posters go with Start With the Decision?
- Analytics & Research, Concept Testing and Customer Interviews sit alongside Start With the Decision in the Marketing section. Printed together they make a wall rather than a single sheet, which is how a reference set actually gets used.Analytics & ResearchConcept TestingCustomer Interviews
- Is the Start With the Decision poster free to download and print?
- Yes. Start With the Decision downloads as a free PDF with no account, no email and no watermark, like everything else in the Marketing section. Print as many copies as you like for a home, a classroom, a library or a tutoring group; reselling the file is the only thing the licence rules out.Read the licence
- What size does the Start With the Decision poster print at?
- Start With the Decision is a vector PDF laid out for US Letter, and prints on A4 with Fit to page — the same file, no separate download. Because every mark on it is drawn rather than photographed, it stays sharp enlarged to A3, A2 or A1 at a copy shop. Colour carries emphasis only, so a greyscale print of Start With the Decision loses nothing.Printing guide
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