Demythisation 1: Research is not a data report.

Demythisation 2: Research is not a substitute for the lack of vision.

Demythisation 3: Answers are not locked in consumers' heads. Semiotics can provide answers where consumers are short of words.

Demythisation 4: Research is not validation. It will have more impact if used strategically.

Demythisation 5: Research is not purely analytical. It’s creative, too.

Founder & CEO Meaning.Global. Social scientist, writer, strategist and semiotician exploring the nature of consciousness, cognition, social and cultural change.

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