3 Responses

  1. Sandra Pickering
    Sandra Pickering at |

    Thanks, Colin.
    A very pertinent and timely piece.
    As a complementary point to yours, I’d also add that the hypotheses to be tested should ideally come from outside the knowledge base for that data.
    So, for example, hypotheses on shopper behaviour should come from theories rooted in psychology or sociology rather than in shopper market research.

    1. colin strong
      colin strong at |

      Thanks Sandra – I do agree – although let’s not underestimate the value of category understanding and expertise. Integrating these different approaches seems key to me.

  2. 4twenty2
    4twenty2 at |

    Thanks, very informative with great examples of The Crud Factor in action.


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