But in a discovery-driven process, the goal is to identify assumptions, test them and gain knowledge as fast and cheaply as possible.

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As Rhomberg points out, the oldest data-driven discovery tool is the bestseller list, but that relies on mass popularity whereas JellyBooks has data-driven approach which is unique to each person.

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"At the time we made this discovery, it was just a fundamental, curiosity-driven question, " she said.

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