27 Mar 2008 2311H

And more about real world research

“In the beginning, we hired graduate environmental psychology students, but, we found they were sometimes unsuited to the work, and tended to come to the job burdened with textbook theories they wanted to apply. As a result, they often didn’t possess the patience necessary to simply watch what shoppers do. The other problem we had with grad students involves stamina: while we don’t work in the dusty heat of Mesopotamia, 12 hours on your feet under the fluorescent lights at Kmart is no picnic either. Field work in any physical or social science is difficult. We found that for our purposes, smart, creative people — artists, actors, writers, a puppeteer — often have what it takes. Beyond the fact that they have no theories to uphold or demolish, their professional skills are often rooted in their ability to observe. Also, it doesn’t hurt that they have flexible schedules . . .” 

– “Why We Buy,” Paco Underhill

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