In the professional world we often find a lot of excuses not to do research: we are data driven, there’s no time, we don’t have the money.
Erika compares making decisions in your private life: would you go see a movie, without doing some research into which movie to go to? Would you buy a car based on the outcome of a questionnaire with 10 questions send to whoever bothers to finish it? Why is it that companies that the risk of spending 20.000 man hours and millions of investment based on a gut feeling?
Instead of treating research as a special activity, we should embrace the habit of asking questions and looking for evidence in every step of the way.
The full article was published by Erika Hall on MuleRead full article