Crazy, but very relevant. You see, we’ve been doing fieldwork for Vägverket focusing on getting a holistic view of the total experience of driving in relation to road quality. When I was presenting the study yesterday, one of the Research Analysist said: “It is so weird. I have been analyzing details within this field for a life time, but when I read your report, I felt like ´Yes, this is how it is´.” Obviously he was victim for the complex question above. I told him that we have that response quite often from our clients. So the answer to the question above is: If you want to know what you didn’t know you knew or if you want to know when you know that what you knew was what you wanted to know – you probably have to hire us. Anyone up for the challenge? Just give us a call.