fpm brief

The FPM Brief, a new series of articles on consumer CPG research and behavior, highlights how research insights fuel creative intelligence in packaging design, branding, and marketing. By analyzing consumer interactions and purchasing drivers, we reveal strategies that enable brands to connect authentically with their audience, empowering them to stand out in today’s competitive market.

Read one of our latest articles

Designing Tomorrow: Navigating the Frontiers of Intelligent Design in 2026

Data Literacy 101: How to Spot Good (and Bad) Data

Data is everywhere! Surveys, reports, social posts, and headlines. But not all data is created equal. Knowing how to evaluate it can save you from bad decisions and help you build smarter strategies.

Here’s a quick guide to reading data with confidence.

01. how to evaluate data like a pro

Before using data in your research or strategy, ask:

  • What is the sample size?
    • A large sample size usually produces more reliable data
  • Where is the data from?
    • Is the source unbiased and reliable?
  • Do I understand what the numbers actually mean?
    • You need to have a basic understanding of statistics to evaluate the data.

Good data tells a clear, honest story. Bad data creates confusion.

02. understanding the numbers

No need to panic: You don’t need an advanced degree in statistics. You just need the basics.

  • Mean: The average. Add all numbers together and divide by the number of units.
  • Median: The middle number when all values are listed in order.
  • Mode: The number that appears most often.

Knowing which one is used (and why) can completely change how you interpret results.

Cue Math

03. correlation vs. causation

  • Correlation: Two variables move together — but one doesn’t necessarily cause the other.
  • Causation: One variable directly causes a change in another.

Just because two things are connected doesn’t mean one caused the other. This mistake shows up often in marketing data.

Statology

need help with research?

Strong design and marketing start with strong data. If you’re unsure how to collect, evaluate, or present research, FPM can help.

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until next time,

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Tom Foerstel : Founder & President

Tom Foerstel

Founder & President

Growing up in the San Francisco Bay Area in the 60’s, Tom developed a strong desire to create positive change for people and planet.

He went on to pursue his passion for art and design at Art Center College of Design in Pasadena, California, and worked for design firms in Southern California before moving to Boise, Idaho in the early 80’s. Foerstel Design opened its doors in 1985. Since its inception, the firm has cultivated a bold, happy, forward-looking team focussed on creating distinct and effective work on behalf of their clients.

An integral part of Tom’s philosophy is giving back to the community in which he lives — a company cornerstone that drives Foerstel’s long history of providing pro-bono services to local non-profit humanitarian and arts programs.

One of Tom’s proudest personal achievements is his ability to say Supercalifragilisticexpyalidocious backwards.