CHERYL EINHORN

A, or Absolute, refers to the perspective of the research target. It is primary, uninfluenced information from the source itself... E, or Exploration and Exploitation, are really about the human mind. Exploration is about listening to what other people think and believe. Exploitation is about listening to yourself and examining your own assumptions and judgment... Below is a brief outline of the method and a list of some common biases, or mental shortcuts, that tend to impede good decision-making and how the AREA Method tackles them to improve the quality of your research and your thinking.