When people, by various methods, attempt to better understand what people ‘like, prefer, perceive, etc.’…they are looking into the minds of those people to see how they see a thing or a concept. But what people like, think, perceive about a thing is not necessarily what it really is.
Rational and empirical logic dictates what a thing or concept is, not opinion. If you ask a person in the next room what they see and they tell you, e.g., that they see a cat, you are one step removed from seeing the cat yourself. It is possible they are not telling you the truth, or that they are mixing a cat up with a dog, or they don’t understand your language, etc.
Asking people what they perceive about a thing gives you what they see, not what it is. To know what it is you have to see it or experience it for yourself. Empiricism is the experience of reality and rationalism is the creation of knowledge from within itself. Both are based on logical connections and not opinion.
Working or managing against an opinion simply manages the politics or social environment that surrounds a thing, and doesn’t discover or create.
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