Setting objectives, measuring key results, and acting accordingly is a very effective method of making internet products. You can use today’s data analysis tools to understand what your users want from your product, and act even in real time to deliver that to them. The problem is that the key metrics which are measured are usually indicators of short-term behaviour of the product users, and they don’t answer important questions about what you are building, such as whether your product design is ultimately good for society. I applied for a Master’s pro-gramme in humanities to find a way to measure such important qualities in product design. In this talk, I will share my experience; how I didn’t find an easy method for the aforementioned problem, and what was changed in me instead.