Ask for the starting number
A rise from 10 to 15 is a 50% increase, while a rise from 100 to 105 is a 5% increase. Both add five units. A headline that gives only a percentage leaves out the scale of the change. Ask for the baseline, the new value and the period being compared before drawing a conclusion.
Separate percentages from percentage points
If a rate moves from 4% to 5%, the increase is one percentage point. Relative to the original rate, it is a 25% increase. Both statements can be mathematically correct, but they answer different questions. The same care applies to market share, margins and survey results. Be especially careful when a chart mixes a rate with an absolute amount.
Read the definition and time period
Revenue is not profit, a forecast is not an achieved result, and a single month may not represent a lasting trend. Check whether figures use the same currency and accounting period. Where the original announcement provides a table or methodological note, use it to clarify the headline. These habits help you understand reporting; they do not tell you whether to buy, sell or invest.
Put these questions into practice: UK air traffic systems restart after technical fault
Join the conversation