Measure honestly / Note 32
Check a guest WiFi results claim
A publication checklist for separating a measured result from an estimate, example or marketing aspiration.
Start with the decision.
A result becomes more credible when readers can understand its limits. Before publishing a number, ask who measured it, what it describes and whether the customer has authorized the claim. A fictional example should be identified where it appears.
Three moves to make.
Trace the evidence
Connect the claim to the source, reporting period and counting definition. Check that the original evidence supports the exact wording, not just a nearby idea.
Check attribution
Identify the business whose result is described and any permission needed to use its name or quote. A competitor’s review cannot become your customer testimonial.
Match the language
Label projections, arithmetic examples and observed results differently. Avoid causal wording when the measurement only shows that two things happened together.
What it could look like.
“Illustrative example: 50 contacts at a modeled cost of £1 each” is a model. “A customer acquired 50 contacts for £50” is a factual claim requiring evidence and attribution. Changing the label changes what readers are being asked to believe.
Make the idea concrete.
Use these five prompts with your team. The downloadable text worksheet includes the prompts, practical steps and review check. Save it, edit it or print it.
- Proposed claimRecord your decision and the evidence behind it.
- Evidence referenceRecord your decision and the evidence behind it.
- Measurement periodRecord your decision and the evidence behind it.
- Permission or attributionRecord your decision and the evidence behind it.
- Approved wordingRecord your decision and the evidence behind it.
The final check.
Have someone other than the author verify the evidence-to-wording match. Keep the record with the published asset.
Do not add review stars or customer counts to structured data when the corresponding evidence does not exist.
Can I publish an anonymized customer result?
Only when it is a real, supportable result and the disclosure is authorized. Removing a name does not make an invented result acceptable.
Meet your next connection.
See the guest journey in the interactive demo or prepare a setup plan for your venue. For current features and allowances, review the pricing page.