"The last few years have seen the arrival of 'new' market research. Gone are the days when market research posed as a quasi-academic activity that only flirted with the business decision-making process"
D.V.L. Smith and J.H. Fletcher,
The Art & Science of Interpreting Market Research Evidence

"The person with understanding does not know and judge as one who stands apart and unaffected; but rather, as one united by a specific bond with the other, he thinks with the the other and undergoes the situation with him"
Hans-Georg Gadamer, Truth and Method