  Measurement theory is the cornerstone of science, but no equivalent theory
underpins the huge volumes of non-numerical data now being generated. In this
study, we show that replacing numbers with alternative mathematical models,
such as strings and graphs, generalises traditional measurement to provide
rigorous, formal systems (`observement') for recording and interpreting
non-numerical data. Moreover, we show that these representations are already
widely used and identify general classes of interpretive methodologies implicit
in representations based on character strings and graphs (networks). This
implies that a generalised concept of measurement has the potential to reveal
new insights as well as deep connections between different fields of research.
