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Daily Archives: December 4, 2013

Versta Research Post

Ignorance Drives Market Research

Future Trends, Turning Data into StoriesBy Joe HopperDecember 4, 2013

Or at the very least, ignorance should drive market research because fundamentally research should be about findings answers to questions that we do not already know. This idea for focusing on “ignorance” is inspired by a book published last year called Ignorance: How It Drives Science, by Stuart Firestein.  Applied to our industry, the argument…

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