Research can be a wonderful thing. It can bring insight, new ideas, challenge prejudices and measure progress.

It can also cloud issues, stop people thinking, reinforce prejudices and provide spurious measures of progress.

Research has become “the right thing to do”, whereas in our experience the reality is that 80% of research is probably unnecessary or just plain wrong.

At MIML we aim to redress the normal balance of 80% research: 20% thought, to 80% thought: 20% research.

Let’s do research if we have to, but let’s get it right; let’s make sure it illuminates; let’s make sure it challenges; and if we have to measure something, let’s make sure we measure it properly.