Piggy in the middle

A criticism often leveled at academic research is that it too often fails to understand the people side of things. In subjects such as business and management in particular, the managing is done by people of people – to ignore the infinite nuances of their behavior, thoughts feeling and actions will ultimately mean that whatever complex theory or process that is being investigated will fail to be properly understood. If the essence of academic research is to uncover and prove a truth, that is just as relevant for the people being observed than the activities they are taking part in.