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You know how it is.. there’s a lot of hype out there about how you need real experts to help you research and understand an audience… I am sure I have been guilty of it myself… but, being honest, and like so much in the digital economy, half of it is common sense, and the other half is evolving and changing so quickly that no one can really yet say they are an expert. Its like planning anything you are going to spend money on; start slowly and with a focus, measure the results, then decide.

In the spirit of making all this more accessible to everyone, the Cloud of Knowing project is an open source ethnography project open to anyone to get involved in and share data and results. Its a bit academic in places but is definitely worth a ‘gander’ as the common man might say.

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