You get on an elevator on the 1st floor and you must explain your case and ask for an opinion on the 25th floor. When you can do that, you have a great tool. Precision in thought and a mini focus group. A 34-year-old lady crossing the street gets hit by a motorcycle turning the corner, wow, what happened? You might get, “it was going too fast, damn motorcycles”, or “she wasn’t looking, people are so careless”. What these people say maybe just as valuable as any insight you could obtain. What made the difference? What? Asking what instead of why? Simple. Give the headline, see what they imagine for the story. We live in is a meme world. Learn about your case.