Data collection shouldn’t simply be about looking for proof or testing your assumptions. Your questions are not always about collating the right answers, often they are about finding out who the right people are.

The idea isn’t just to get the data, it’s to understand the people who want to be understood. That way you can focus your efforts on taking the people who have raised their hand with you. Then and only then can you say okay this is where we need to go.

Image by Polo Jimenez.