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.