like a McDonald's cheeseburger.
Q. I think when you were speaking with my colleagues you described your work as open ended and not results directed. Can you explain a little more what you mean by that?
A. Sure. Another thing we say about our work is it's custom information, it's a customized product. You tell us what your problem is and we customize a research solution. In general when people come to us and they tell us what their challenge is, we stipulate that they retain us for 30 days, they agree to pay our fee, they don't tell us what to do, they don't tell us, you know, what result to get. I like to call it a holistic methodology.
The reason we do it that way, you know, A, we are professionals and we feel like it's not helpful to have someone dictating how you do things, but, B, if you predetermine the result that you're looking for you tend to miss things. So it's better — you know, it's pure versus applied science, right? You're looking to understand how things work before you understand what you might need to address a particular problem.
What happens after you've done open-ended
