In The HBR: Think like an anthropologist to understand consumer data. " ... It was hardly what you’d call an “adequate sample size” for market research, but the results were nevertheless eye-opening for the maker of a pain-relief ointment: A single consumer posted an online photo showing how he placed foil over the ointment to prevent it from staining his pants. Despite years of consumer research, the pharmaceutical firm hadn’t known about the staining problem. That photo prompted the company to change the product and its communications about the ointment, creating significant value for the firm .... " .
Hmmm, this kind of reasoning leads to: If the results you get from one observation turn out to be correct, it will be selectively lauded, else it will be forgotten?
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