Because if you get it wrong, you ruin all chances and opportunities for real consumer engagement.

FORBES: Tweet thoughts, by Scott Goodson, StrawberryFrog

And even when they have all the charts, they may still get it wrong.

FORBES: The Push Pull of the Need to Predict and the Reality of Randomness: the Black Swans in our Lives.

Gruber is all for research but says that it is too easy for the data to get into the wrong hands.

FORBES: Magazine Article

We've lost completely on a European army - that's actually bad for Europe because if they get this wrong they'll wreck it from the beginning anyway and we've lost on all the other agendas too - and now he's talking about bribing the people of Gibraltar with 30 million pounds to sell out their rights as British citizens.

BBC: News | BREAKFAST WITH FROST | David Davis on Breakfast with Frost