Expertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. A lot of ink has been spilled on the question of what will ultimately win: the scientific ...

There continues to be a lot of buzz around marketing performance optimization and testing. Justifiably so. Technology is helpful with this, of course, but it’s non-technical expertise that really ...

If the claim is really false but the researcher decides, based on the evidence, it’s true – a false positive – they commit what’s called a Type 1 error. If the claim is really true but the researcher ...

According to Geoffrey Lloyd’s Science in Ancient Civilizations, there have been exactly seven civilizations that pursued objective, scientific knowledge in human history. However, only one of those ...

I am part of a small group of friends, many of whom, like myself, attended a boarding school outside of Princeton, New Jersey in the early 1970s. The leader of this group sends emails that contain ...

A new book suggests that traditional notions about “the scientific method” are flawed and misleading, as Robert P Crease discovers Messy business Science is less of a rigid process and more like a ...

In Part 1 of this series, I discussed the illusion of knowledge in the context of COVID-19 and explained how much of what we think we know is actually belief, taken as truth, because it came from a ...