
32. Rory Sutherland, Ogilvy UK
Real World Behavioural Science
The Complexity of Scientific Progress
This chapter examines the limitations of traditional scientific methods, particularly the reliance on P-values and the implications of averaging effects in research outcomes. It highlights the role of serendipity in scientific discoveries and critiques the pressures faced by researchers to conform to conventional narratives. Through various examples, including the dynamics of working environments and the importance of creative thinking in problem-solving, the chapter advocates for a more flexible and innovative approach in the scientific community.
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