Recently, a marketing professional read a research report about millennials’ TV viewing habits…and dismissed it out of hand, because it didn’t coincide with what she saw. But the environment each of us lives in is not a lab — and the observations we make about how people around us behave, while potentially important, do not make up a scientific sample. Dismissing research results because they don’t line up with your own world view is dangerous, because it deprives you of new insights that might help you adjust your thinking and your marketing to better effect. A flexible mind is a powerful thing.