Abstract
Abstract Briefs for planning studies, whether by consultants or within an organisation, often suffer from a lack of clarity. In turn the inception, management, timing and results of studies may be diverted. This paper offers a pragmatic appraisal of the study process. While it may appear to say the obvious, there is enough wasted time and money to suggest that what appears obvious, often is not. The key lies in a clear definition of the product of the study.
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