Since MCU’s debut film, Iron Man, in 2008 we’ve averaged 2 Marvel films a year. So I wanted to examine box office performance critical reception to the franchise.

As someone who works in the private sector, or more specifically, in marketing, I’ve seen data applied in some pretty manipulative ways to make a point or validate an untested hypothesis. if you're working in the field of marketing analytics and you care about being truthful you'll always struggle to find the right balance between time, cost and rigour. But not everyone understands the importance of rigour when it comes to truthful interpretation of data, and worse, some don’t care.