Why information overload is a myth

Everybody’s heard of information overload – a Google search I just did for information overload (in quotation marks) produced over 4 million results. In fact, though, it is data we are overloaded with, not information.

Information consists only of data that reduce uncertainty. A weather forecast is only informative if it predicts the weather accurately. If it doesn't predict the weather accurately, we could end up leaving our umbrellas at home on rainy days. Similarly, if we base corporate decisions on data that don’t predict the results we want to achieve, we could end up being embarrassed and out of pocket.

As the Schumpeter blog in the Economist said on December 31: “As communication grows ever easier, the important thing is detecting whispers of useful information in a howling hurricane of noise.” It’s that overload of noise we must fear.

How do you reduce an overload of noise?

• By not collecting data that are irrelevant to the decisions you make.
  
• By not collecting data that are nearly identical to informative data you already collect.
  
• By not collecting more data than you need.
  
• By not combining pieces of information in ways in ways which produce an uninformative total score (by weighting them, for example).

But how do you avoid doing these things? Chiefly by analysing your data with sound statistical methods. For example, you can estimate the relevance of data to a decision with methods like the correlation coefficient. You can use principal components analysis to find variables that are telling you the same story. You can use sampling theory to decide how much data you need to collect. You can use psychometric analysis to combine pieces of information into a single score effectively. The battle against uninformative data has not been won, but you can win that part of it that takes place in your office.

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Why Information Overload is a Myth © 2012, John FitzGerald