If companies want to create products and services that best meet the needs of their ideal customers, they need to have solid research to support their business objectives — otherwise they might wind up guessing at the wrong outcomes. (ianaltman.com)
But after all those twists and turns, did Australia end up with the wrong outcome? (afr.com)
He stressed the importance of obstetricians understanding their patients» preferences, noting that the wrong outcome would be for women to resort to home birth simply because they don't trust the medical establishment to do what they want. (washingtonpost.com)