Description: In the absence of good research and analysis, decisions are made on the basis of intuition, unexamined assumption, and fixed ideas. This is the 'I believe…' approach to decision-making. The less information that individuals have, the more likely they are to rely on belief rather than evidence. This keynote address from the 43rd Actuarial Research Conference held in 2008 in Regina, Saskatchewan discusses the importance of research in health care reform, talks about the difference between pure and applied research, and explains what separates good applied research from poor research. From Actuarial Research Clearing House 2009, Vol. 1.