Jack: That, my dear Algy, is the whole truth pure and simple.
Algernon: The truth is rarely pure and never simple.
— Oscar Wilde in The Importance of Being Earnest
In a series of articles, Research Matters tries to explain the commonly accepted process of scientific methodology, the interpretation of scientific studies and the obvious pitfalls. It is hoped that this series will help lay public in analysing any understanding published scientific studies for what they are, instead of believing just because ‘scientists say so’. This article is the first in the series.