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10 tips when thinking about research 
1. Survey Survey Survey 
2. Always outsource your problems to an agency you can trust 
3. Go Digital 
4. Avoid Stupid Research: many research exercises are pointless tick-box exercises 
5. Avoid Boring Research: where no-one cares about the results 
6. Always conduct Acute research: the insights could be transformational 
7. Start thinking from the end - Analysis: what do you want to discover? 
8. Questionnaire Design: make sure questions will provide answers you want 
9. Explore alternative means of data collection: if possible dismiss analogue 
10. Implementation of Findings: don't use same research company 
11. Inverse synergy - One size doesn't fit all 
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