This document discusses maximizing confidence in data collection through representative sampling rather than quota sampling. It notes important unknown qualities can undermine quota sampling. It also discusses variability in health care systems between weekday mornings and weekend nights as an example. Finally, it lists contact information for various Lightning UX offices in the UK.

1. Lightning UX
Maximising confidence in
the data you gather
Poppy James

2. 2

3. 3

4. Important but unknown qualities - quota sampling’s arch nemesis
Vs.
4

5. Systems at work at A&E...
Tuesday morning... ...Saturday night
Vs.
5

6. Oxford Office (Head office) London Office
Harwell Innovation Centre Westbourne Studios
173 Curie Avenue 242 Acklam Road
Harwell, Oxfordshire London, W10 5JJ
OX11 0QG T: +44 (0)845 643 0650
T: +44 (0)845 644 0650
Poppy James F: +44 (0)845 644 0651
poppy@bunnyfoot.com Edinburgh Office Reading Office
14-16 Jackson's Entry 7-11 Station Road
T: +44 (0)845 456 2205 The Tun, Holyrood
Edinburgh, EH8 8PJ
Reading, Berkshire
RG1 1LG
T: +44 (0)131 557 5902 T: +44 (0)118 959 9882
Sheffield Office
Electric Works
Sheffield Digital Campus
Sheffield, S1 2BJ
T: +44 (0)845 456 2205
6