Doing just the tactical type of research is a huge missed opportunity. How people react to the current situation, how they feel, how they cope or do not cope can teach us about crisis behaviour but also about the fundamentals of human psychology, in a uniquely designed experiment.
After such an amazing professional 2016 (as I was bragging here Forget Brexit and Trump, this was MY year!), how could 2017 have topped it? Well, it didn’t. It didn’t top it, it was just different.