How reliable is public research? Can you trust those government or media covered surveys? In the same week as we shared some examples of public segmentations, the BBC drove plenty of media coverage on the results of its latest “Happiness Test” research. Beautifully┬ápresented within its iWonder section, it┬ácaptured the public imagination, especially in terms of evidence for traditional stereotypes in some areas of the country. On the surface there was.. Read More