Good research tips, Hugh, really helpful. I want to test them on this one: meningococcal meningitis serogroup C. To be in an Authoritative, Approachable, Corporate but Believable tone of course.
Well, this biz is not all talk - we learn something new every day!

Wrestling with the unfamiliar is among the joys of the job. For example, put your chops around 'Etic' and 'emic'? Whassat? Turns out to be an interesting concept around how we choose to build knowledge of, for example, a community. We can measure, study, define and write a report... or we can go among them, share their hopes and fears, eat their foods, immerse in their music-making etc.

I knew none of that until a brainy script sent me scurrying off to Wikipedia. That made it evident the idea fits with developing our crazy craft, too: we can read what's been written about it, or rub shoulders with others who actually do it - which of course includes the best coaches!

In terms of etic/emic (fortunately easy to pronounce!) the ideal I believe has to be a combined approach.
Oh, what a lot we learn, and I agree with Hugh: if we think into the meaning we offer up a better product.