By engaging collaborative "teams" of consumers in creative problem-solving processes, you allow participants to "think with their hands" and unlock insight often left untouched by traditional methodologies.
In light of the above, we must question why the majority of consumer research is still built on basic self-reporting methodologies, such as surveys?
If we are to deliver on our ambitions to empower new consumer behaviours, it is essential that we listen to the science and go beyond the limitations of traditional self-reporting research methodologies as a source of insight.
He said: "SNH have the financial resource to make a real survey of the Highlands, but every time they do it there's cost-cutting or forcing of outdated methodologies on the researchers.
In the end the debate between online and phone polls, and different methodologies, proved irrelevant.
The methodologies do vary – some are based on how much sleep people reported they had had (which tends to include time spent in bed) and others are based on research carried out in laboratory conditions.
But, the danger now is that in the context of the parallel review of Ofsted's methods, the introduction of the Consumer Rights Act, further changes to Tier 4 Highly Trusted Status rules, and mounting manifesto madness, QAA gets pushed into metric methodologies, value for money and visa assessments.
But these images date from a time when all methodologies – artistic, medical, anatomical – were still in a state of flux, and as such they present us with the more unsettling truth about our own bodies: that they are always a foreign and frightening hinterland.
The 49 % and 60 figures are the highest seen for either of the methodologies since the early 2000s, just before Tony Blair's government kickstarted a sustained campaign of well above inflation NHS budget increases.
What, though, of the contrasting methodologies deployed by our expansionist Hollywood rubes?
EconViews, another economics consultancy, reported a 0.4% contraction in the second quarter, writing in a report: "INDEC's indicators have grown apart from ours again, in spite of new official methodologies".
