A press release about enhancements to a CRE analytic came to GlobeSt.com. There was an extensive list of additions to the existing product, but what did it all mean?
Software product descriptions are frequently a bit mystical, as though, to grasp their meaning, you need to make arcane marks on a floor, recite a summoning spell, and ask for a demonic professor of English to translate the terms for you. Take heart, though. Here are a few steps you can take to help sweep away the cobwebs.
1. Remove the adjectives — Materials you receive about some product are written to sell. This explains how actions are lightning fast, capabilities are enhanced, datasets are the largest ever available, and what have you. Print the material, take a black marker, and redact all the hype, including each and every exclamation point. You want to reduce the descriptions to simple statements.
2. The first step may make things confusing on a different level, as you will likely be left with a series of claims and comments that have no context. There will be claims that have no objective measure and, at best, will discuss percentage improvements over how the company's technology has worked before, which likely doesn't help you understand what is supposed to be happening.
3. Most people use only a small fraction of the capabilities included in software. The additional features are often added so vendors can point to some improvements that justify additional fees or claims of new versions. Consider how much of the current capabilities you use and whether more mean anything. They might, but don't assume that they will.
4. Go over data graphics carefully for signs that the information is presented in such a way to heighten an impression beyond what fact alone can accomplish. Do scales on axes show a full context or are they expanded, cut down, or altered with unusual scales that change the distort what might be presented in a more basic manner?
5. You can now go back to the vendor and ask for the data that should substantiate and explain in plain English what they are saying and why you, the user, should consider it important. If they can't offer something concrete, then ignore the point.
© Arc, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to TMSalesOperations@arc-network.com. For more information visit Asset & Logo Licensing.