• Scientific where possible. Scientific research relies on experimental and observational data to test hypotheses that are part of a broader theoretical narrative. In situations where it's impossible to collect such data, or the data is sparse, we need to acknowledge the limits of science and the speculative nature of theory operating in a data vacuum.
  • Value for money; fixed costs for a defined deliverable. 
  • Christian ethos.
The meaning of the word 'acentric'
The word ‘acentric’ has multiple meanings: ‘off-centre’, ‘without centre’ and in British English is a synonym for the word 'eccentric'. To really understand the world, we need to be ‘off-centre’; taking an independent approach to thinking about problems, following the evidence rather than dogma. Understanding phenomena using experimental and observational data requires the researcher to temporarily engage in something that is unnatural to human beings; that is to be ‘without centre’ (not self-centred), away from ourselves and our own perspectives; to the extent that we can test hypotheses objectively and as a consequence possibly change or reject theories. In the scientific world, the standards should be high; the perceived yield of research in terms of conclusions reached is low relative to the amount of effort put into the research. In the commercial-research world, the opposite is often true, due to time limits, constrained budgets and because users are often not as familiar with research techniques.