Of cages and jungles

It has been said that if you want to observe animals, one should head towards the jungles. The tiger in the cage is akin to the traditional focus group with the animal highly conscious and pacing around tensely. The other one is the observation study. The more and more focus groups I attend, the more I am convinced that 'insights' does not dwell in abundance there. And the few observation studies say a lot more. Think we need more of the latter!