Analyzing the Speaker's Claims
The first thing you should do is put the speaker's ideas to the test by identifying support for the claims. This means performing research to determine the process the speaker used to actually gather his facts and information. Look for things like dates and sources.
We all experienced the pinch of the economy in 2006. We heard stories about people losing homes. So, if the speaker uses information about a real estate boom dating back to pre-2006, there is a good chance the information is not relevant and probably should be dismissed.
The source of the information is also something to consider. Real estate sales in one part of the country may not be the same as in your neighborhood. Take, for instance, places like Florida and Nevada - both were hit by the recession. If the speaker is using sources from locales that were not hit very hard by the economy, the information simply may not apply to your neck of the woods.
Next, you may want to evaluate the argument the speaker is making. Try to figure out whether the speaker is using emotional appeals, a logical argument or actual evidence to state his case. Sometimes, a speaker will use puffery to stress a point. This means to overstate a point to make it more appealing. It's perfectly legal, but it can be misleading. This is especially true if you have not done your homework. When it comes to evaluating an argument, there are a few things you can do to get the skinny on the information.
Evaluating Claims
First, it's a good idea to differentiate between observations and inferences. To observe is to actually witness something. This can be by sight, touch or any of the senses. A ride through your neighborhood may reveal an abundance of foreclosures or 'for sale' signs. This is an observation that may reveal the true state of the real estate market regardless of the speaker's claims.
Inferences are different. They are merely generalizations based on information we already know. So, using inferences may not be a good idea. If you lived in your neighborhood for many years, you may feel like it is a great place to live, despite the changes. The inference, together with the speaker's zealous plan to sell you a get-rich-quick plan, may skew the truth.
If you are taking the speaker's word for it, think about his observations. First-person observations are observations that the speaker actually experienced. They will more likely hold some truth. Second-person observations are less credible because these are observations reported by the speaker about someone else's experience and may lose something in the translation.
It's obvious that we should not take the word of the speaker solely. This is especially true if the speaker is trying to sell us something. But, the same applies in situations where the information is provided to merely inform, amuse or even teach us something.