Is an issue anecdotal or systematic? You’re attempting to discover this when you realize there is not any tabular data—a fancy phrase that simply means information supplied in rows and columns. What should you do?

What is data, anyway? There are many nerdy definitions floating around, some of which are intimidating. Let's trade them for the simple concept of “information.” And as you gather it, in any shape or form, you need to be able to find patterns and outliers. This means that you have to have a considerable amount of systematically gathered raw material that documents an issue according to a specific method (think fill-in forms). Whether you use a spreadsheet, a coding environment, an app, or pen and paper, it does not matter.

Sometimes, thoughts, feelings or past intimate experiences trapped in people's hearts and minds can be articulated as data. One method of harvesting this precious information is to design a survey that would gather and order such feelings and experiences into a table, archive or a database that nobody else but you has access to.

For instance, the Thomson Reuters Foundation (TRF) undertook a project reporting on how women in the world's largest capitals perceived sexual violence on public transport affects them. It was a survey-driven effort to raise awareness of the issue, but also to compare and contrast (the stuff stats do).

To deliver this spotlight, we went through several circles of Hell, as there are rigorous conventions that social scientific methods, like surveying, require, even when imported by journalists into their practice.

Here are a few main polling rules that journalists would benefit from knowing, but often don't receive training for.

Respondents cannot be handpicked. In order to be considered “representative” a pool of respondents would conventionally include people from all social categories, age groups, education levels and geographical areas that we have to report on. According to established methods, samples of the population under study need to be representative.