When you're on a sales call or reading a supplier deck, you don't need to be a data scientist. Just ask three questions:
- What's included in this number? Devices, e-liquid, or both? Which products and regions?
- How was it calculated? Surveys, customs data, or manufacturer shipments? Is there a methodology section?
- Who paid for this report? Independent research firm or industry association? Check for conflict of interest.
These questions will quickly separate credible insights from marketing fluff. If a rep stumbles on the methodology question, take the number with a grain of salt.
