Five good reasons not to measure

This article was originally published in Strategic Communication Management, Vol.8 Issue 5: August/September 2004. Melcrum Publishing, London, UK (2004).

Most of my writing tries to convince communicators about the importance of conducting research and to illustrate examples of how it can be used. But are there times that we should avoid measurement? Read on and decide for yourself if the following five (humorous) reasons for not measuring might apply to you.