The trouble is, Chipchase thinks many companies approach research all wrong. He believes the problem lies in their intent: Instead of entering new markets with an open mind, they approach with a strategy in place and then look for the people who prove their theories right. “The only thing worse than not asking the questions, is not paying attention to the answers that don’t fit into their world view, because it’s inconvenient,” says Chipchase.
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Yes! Not many researchers actually practice grounded theory and lateral thinking

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