Credibility: We only pursue research whose results can be expected to have at least reasonable credibility. Credibility arises from validity, understandability, and practical plausibility.
Relevance: We do research that aims at practical applicability in industrially relevant settings.
Quantification?: Quantitative results are great where they can be achieved without violating the principles of credibility and relevance. Where they cannot and where no thorough understanding of the underlying phenomena is yet available (that is: almost always), we are happy with purely qualitative research.
Impartiality: We are not in the business of selling come-what-may particular techniques or approaches; we will always openly discuss strengths and weaknesses side-by-side.