Model of decision levels and categories for motivation. The model shows that veterinarians work on the cow, farm or population level. They generate data between the cow level (scoring and treating metritis) and the population level (data analysis), and potentially use observation or data through either experience- or evidence-based decisions at the farm level. Quality of data (e.g., intra and inter observer agreement) is affected by the 'categories of motivation'. Consequently, the data are more or less suited for subsequent analysis-based decision making on farm and population level. The dotted arrow between population level and farm level indicate that few veterinarians use data analysis in their daily practice and advice.