CHAPTER 12

THE SCIENCE BEHIND THIS BOOK

Every day, our news feeds are full of strategies designed to make our lives easier, make us happier, and help us take over the world. We also hear stories about how teams and organizations use different strategies to transform their technology and win in the market. But how are we to know which actions we take just happen to correspond to the changes we observe in our environment and which actions are driving these changes? This is where rigorous primary research comes into play. But what do we mean by “rigorous” and “primary”?

PRIMARY AND SECONDARY RESEARCH

Research falls into two broad classes: primary and secondary research. The key difference between these two types is who collects the data. Secondary ...

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