Your Only Two Options
When making a decision on a project that is going to impact your business, you have only two options:
- Pay for it.
- Pay for it.
Cost-cutting spendthrifts may eschew meaningful research in favor of their own dead reckoning for the presumed savings in time and money, but the results they engender will almost certainly reflect the shortcuts they took.
To be clear, not all answers can be derived from any old type of research, and sometimes the cost of performing the right research outweighs the benefits that can be expected from it.
But good, relevant research generally gives us something to test against -- a means to identify and challenge our assumptions.
You might think you're saving money by refusing such research, but it's often the only thing that can provide the basis for both not only creating a solution to a problem, but also identifying the right problem in the first place.
Don't skip it. - Cam Beck
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