Before trusting the information, it is important to verify that it is reliable and valid.
For our purposes, we will say that information is reliable if we obtain essentially the same information from more than one trusted source. For example, information on employee morale might be available from an employee focus group, employee interviews, and the annual employee survey.
We will say that information is valid if it covers the area of interest sufficiently well to accurately represent the area of interest. For example, if the process serves a seasonal market, the information should cover a complete business cycle, including the busy season and the slow season.