Murray Calder wrote a blog post called To walk a mile in someone else’s shoes.

“Most research looks for commonalities and averages when all the interesting stuff happens in the outliers and the liminal spaces between one thing and another.”

“Go and watch people shop your category. Speak to people about what, how and why they buy. Go do the thing yourself. You might be surprised by how much you can learn from standing in a supermarket aisle for an hour or two.”

Commenting on this post on Twitter, Andrew Willshire recommended the book The Flaw of Averages: Why We Underestimate Risk in the Face of Uncertainty by Sam L. Savage.

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