1. Do you really understand your customers?
This encourages a 'God quest' approach to research: the quest for ever more perfect information in the hope that perfect information will lead to perfect decision making. ... The God quest generates a dangerous assumption: that 'more' information is the same as 'better'. ... But many dimensions of knowing - such as knowing how to play the piano, ride a bicycle or run down stairs very fast -- are simply inaccessible to analysis, information gathering and theorising. ...
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