Measure

A single data point that represents the status of something at a certain point in time.

Definition

A measure is a single data point that represents the status of something at a certain point in time. It can be quantitative or qualitative.

If a measure is quantitative, it’s usually a simple, objective number. For example, the number of helpdesk enquiries about a given topic, or the number of completed licence applications.

If a measure is qualitative, it’s usually a label or text string that describes something that cannot be expressed with a numeric value. For example, an insight from user research.

We employ two kinds of measure in a hypothesis: a performance measure which shows evidence of an outcome, and a balancing measure which shows evidence of a risk.

It’s different to a [metric].

Source

• Spider Strategies article on KPIs, metrics and measures
• Full Story article on qualitative vs quantitative data
• Simple KPI business performance glossary

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