I am utterly in support of this!

And by "research" --if you read the whole essay-- Jared means discovery, asking people what went through their minds about THEIR purpose, and it also means empirical qualitative synthesis. (Which I teach, btw. It's one of the only publicly available course outside of getting a degree in anthropology.)

I've been toying with the idea of doing a "political cartoon" of a business as a bumbling creature intent on measuring itself, while accidentally stepping all over the people it intended to serve. Heh.