is there any relevant research article to this? could not find any as I have to quote in my presentation.

Thank you 🙏

Really clear and useful

Brilliant brilliant as Mike is. Could not been explained simpler.

Particularly like the part about choosing your measurements carefully - so often we do this quickly without thinking what we really need or how we are going to use the information, or end up collecting everything we can think of, which isn't a good use of time.