OPINION23 May 2018

Unasked questions

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Behavioural economics Impact Opinion UK

It is important to ask childish ‘why’ questions to avoid lazy assumptions and get to genuine insight writes Rory Sutherland.

How many hours are spent annually trying to answer the question ‘Why do people drink Coke rather than Pepsi?’ My guess is that it runs into five figures. Added together, millions of hours must be spent each year in ...