EXJournal

Fairness is a thing. More of a thing than it used to be. A thing with the ability to upset elections and change voting patterns. Democracy has delivered a few well-deserved reminders of late that people really do care about fairness. Those people are voters and customers.

How do we measure things like engagement and experience? We ask questions. But what if asking the question changes the very thing we are trying to measure? Here’s a newsflash: That’s exactly what happens. And it’s not a bad thing — in fact it’s a huge opportunity, because the questions themselves can be subtle but powerful change agents.