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26th January 2015

Science, art and usefulness


People think differently, and it’s useful to stretch that range of thinking beyond the client or professional ‘expert’ consultants. Sometimes respondents provide greater clarity and insight simply because they don’t know any better. Sometimes they are spectacularly wrong about something, but in a way that’s interesting. It is our job as researchers to recognise these moments and distil them in a way that’s useful for our clients.

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