Researchers must coax out the elephant in the room
Rory Sutherland Ogilvy
"How did the Le Shuttle research go?"
"First was okay. But the second group was a bit of a write-off. We had a Saab driver in it."
This conversation happened over ten years ago – which is why we referred to Le Shuttle, rather than Eurotunnel. We had been interviewing groups of people who routinely took their cars across the Channel in a bid to discover their relative preferences for the (then still relatively new) train service versus the old-established ferries.
This was the first I had...