Have you ever done that exercise, the one where someone asks you to look around the room and spot all the things of a certain colour? Such as, spot everything 'red' and then the person asks you what blue things you saw. It's a cute little exercise to prove the point that we see what we want to see.
Imagine if you ran a lemonade stall outside your home just like the HSBC advertisement. You may have been successfully selling lemonade to your neighbourhood and paying your VAT like a good little taxpayer. What if the rules changed and now you had to ask each and every customer where they lived?
As researchers, we all love that 'eureka' moment; when we catch a glimpse of an underlying truth beyond the reams of data