I Am Not A Number.
Two recent snippets of information that came my way.
Channel 4 Television commissioned some research into teenagers so as to better tailor its education programming. Urban Tribes revealed that 50% of them consider themselves to be "alternative" while only 25% admitted to being "mainstream".
Jonathan Ive, Apple's creative director, reminded his audience this week that "we don't do focus groups".
Knowing best is all about really knowing and not just receiving answers and assuming they represent knowledge.