Great research quote

In Gerald Zaltman's new book,Marketing Metaphoria he writes: "There are no easy solutions, just prescriptions for failure: When an answer immediately emerges from the data, the researchers probably rigged it into the study.  That is, their confirmatory research mind-set unwittingly designed the study to arrive at the apparent solution.  Beware of obvious conclusions." This is why we are such strong proponents of pre-hypothesis research.