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Summary and Action from Windmills, Olives and Candles. Intrigued?  See the Free Sample section.

1.  People make decisions – run their lives – mostly (90%) on the fly, moderated by well-being.

2.  That decision-maker is the part of our brain that runs on automatic.

3. In turn, this depends on basic instincts and learnt instincts/responses.

4.  These are one’s Foundation

5. There are four major components of that Foundation, leading to a summary measure:

    i.  Oasis – one’s deepest beliefs – worldview, that, in turn has three factors: H, C and S (Oh, Oc, Os)

    ii.   Life circumstances (LCi)

   iii.   One’s interaction/impact with society (ISi)

    iv.  Well-being (one’s view of oneself, VSi)

    v.   Equaling the net present value of it all – SWB

6. The best we can tap into is the approach-or-withdraw responses to any communication.



Ceteris Paribus - What it is all about (Watch this space for updates)



Chapter 1 – A gentle art to get your balance (Gently Bentley)    


  • Simplicate and add lightness – be rough – like vs like                                                                                                  

  • Approximate for understanding and make the story easy to absorb and remember. Key numbers. Make sensible comparisons


The first chapter is about simplifying and cutting through the detail to get the big picture without losing value. It is a good lesson for us all.  For example, if you saw this in a press release, your eyes will glaze over.


A total of 787,717 candidates entered for the November 2019 NSC examination. This number was made up of 616,754 full time and 170,963 part-time candidates.


Learn how to round for meaning – 790 000 candidates sat, 620 000 full time and 170 000 part-time. Rediscover the gentle art of approximation.


What is coming...

A book of selected topics in survey research.


We plan to cover some different topics such as small samples, sequential analysis for preference tests, weighting, non-response bias and adjustments, margin of error for complex and non-probability samples, and more.

We will start with a chapter on the foundations of survey research, to set the scene.

This is not your ordinary survey research textbook

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