"Is this Joseph K.," a voice queried.
"Yes, this is Joseph K."
"Mr. K., this phone call may be monitored to assure quality customer service. Did you not receive our notice on your television screen last night?"
Wake up, people! Put down the Kool-Aid, because it's time for a reality check among national and local researchers, planners, strategists, analysts, CROs, CIOs, UFOs, EIEIEIOs -- and any of the myriad of creative titles we've dreamed up for ourselves because being a "researcher" is SO last century.Now, let the myth-busting begin!