I'm reading (or really listening to the audiobook during my commute) "Traffic: Why we drive the way we do" by Tom Vanderbilt. It is a pretty good book and well researched and surprisingly interesting given the pretty dry nature of the material.
This morning, he was discussing what is a "safe road." In particular, he was talking about small, curvy roads and whether they are made safer when the turns are labeled with reflective posts and recommended speed signs.
Research has shown that the average speed on unlabeled roads is lower than on labeled roads. The proposed reason is that the unlabeled road is observably dangerous, so drivers are more careful and drive more slowly. The labeled road lulls drivers into a false sense of security and therefore they drive faster. His conclusion is that the labeled roads are therefore more dangerous, as evidenced by the higher average speed.
Here's the thing though... average speed doesn't matter!
What matters is the occurrence of a driver entering a turn with a speed that exceeds the combination of his driving ability, the character of the turn (radius, traction, etc.) and the performance of his car. If the "fly off the road threshold" (or put another way, "bad enough") isn't exceeded, the driver keeps right on going, no matter how close he might have gotten. The conclusion drawn by the author is therefore baseless.
Further, if we imagine that the presence of the signage increases the average speed but decreases the standard deviation (or more specifically tightens up the distribution in one way or another), then we're probably less likely to hit the bad-enough threshold and have an accident, even though average speeds are higher. This seems believable, since better information means that people don't have to guess how fast to go through the curve, and they should converge on something similar to the posted, recommended speed.
In the little simulation I did here, we have two distributions. The blue represents the "no signs" scenario, where the driver has no idea what they're in for and tends to drive slower. The red represents the good signs scenario, when everybody knows what's coming. I set the "bad enough" threshold at 40 mph. You can see that 0% of the good signs people crash, but 1.3% of the no signs people crash.
There is an analogous concept in marketing, called the "good enough" line. The idea is that people have some threshold for purchase that depends on certain quality vectors. In a car, for example, a driver might have a minimum requirement for horsepower, seating capacity, gas mileage, etc. If your car doesn't meet that threshold, that person won't buy it. If you exceed that threshold, they won't pay any more for the car and you don't monetize the value. It's all or nothing. This concept applies to lots of things. While the car crashes when it exceeds the threshold, the customer buys something when their desire for the product exceeds the threshold.
So here's the problem. Statistical process control (SPC) is all about removing variability. Mass marketing and homogeneity of product offering is the way of the world. What are the actual differences between different Android phones, for example? As things move toward the red distribution, fewer and fewer outliers will exist in the tail, and fewer and fewer people will reach the purchase threshold for your product.
So the takeaway is that new products should desperately avoid the middle path. If you're going to put out something new, put out something really new. Expect most people to dislike it. What you need is a few people who will like it, and you won't get there if you don't produce the wildly unpredictable product.
This morning, he was discussing what is a "safe road." In particular, he was talking about small, curvy roads and whether they are made safer when the turns are labeled with reflective posts and recommended speed signs.
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Proper signage is optional |
Here's the thing though... average speed doesn't matter!
What matters is the occurrence of a driver entering a turn with a speed that exceeds the combination of his driving ability, the character of the turn (radius, traction, etc.) and the performance of his car. If the "fly off the road threshold" (or put another way, "bad enough") isn't exceeded, the driver keeps right on going, no matter how close he might have gotten. The conclusion drawn by the author is therefore baseless.
Further, if we imagine that the presence of the signage increases the average speed but decreases the standard deviation (or more specifically tightens up the distribution in one way or another), then we're probably less likely to hit the bad-enough threshold and have an accident, even though average speeds are higher. This seems believable, since better information means that people don't have to guess how fast to go through the curve, and they should converge on something similar to the posted, recommended speed.
made with @Risk by Palisade |
There is an analogous concept in marketing, called the "good enough" line. The idea is that people have some threshold for purchase that depends on certain quality vectors. In a car, for example, a driver might have a minimum requirement for horsepower, seating capacity, gas mileage, etc. If your car doesn't meet that threshold, that person won't buy it. If you exceed that threshold, they won't pay any more for the car and you don't monetize the value. It's all or nothing. This concept applies to lots of things. While the car crashes when it exceeds the threshold, the customer buys something when their desire for the product exceeds the threshold.
So here's the problem. Statistical process control (SPC) is all about removing variability. Mass marketing and homogeneity of product offering is the way of the world. What are the actual differences between different Android phones, for example? As things move toward the red distribution, fewer and fewer outliers will exist in the tail, and fewer and fewer people will reach the purchase threshold for your product.
So the takeaway is that new products should desperately avoid the middle path. If you're going to put out something new, put out something really new. Expect most people to dislike it. What you need is a few people who will like it, and you won't get there if you don't produce the wildly unpredictable product.