I love this scene from Annie Hall, where Annie and Alvin are telling their respective therapists how often they have sex. Alvin: Hardly ever. Maybe three times a week. Annie: Constantly. I’d say three

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Test the Water Before you Jump: The Importance of Pre-testing

I’m always surprised (and frankly, a little alarmed) when clients don’t want to pre-test a questionnaire. This strikes me as a little bit like launching an ad campaign without testing the content.

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