Recent advances in drilling and completions technology, economics and changes in our business models have been profound. These advances are

overwhelmingly concerned with a quantitative description of material properties, stress and azimuthal properties of our reservoir and its bounding materials.

Surface seismic data can provide estimates of many of these variables, but has tended not to be used to its full extent because of an historical lack of

quantitative orientation from interpreting geophysicists working in the oil and gas industry. There are many reasons for this unfortunate deficiency,

not the least of which the phenomenal pace of change in the new business model driven by the exploitation of tight reservoirs. we must address these changes

in business and engineering technology by embracing quantitative methods, and get deeper into the fight to cost efficiently develop these tight resources.

A number of recent publications have begun the process of addressing the need for quantitative approaches. This talk is meant to support the previous

effects and encourage the work yet to be done on this subject. The relationship between business needs and university research is a motif that is

ubiquitous in this discussion.