In Market Research, there is a certain flow to how projects get defined. Early on, a project is defined as a quant project, a qual project, or maybe a combination of elements. Often this definitional process is right and good and yield the results for which it was intended.
Yesterday, while waiting for an oil change, the very-new technician asked which wiper blade I wanted. Literally, the question was, “which blade do you want, the $10 one or the $20 one?”