Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.

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David Ogilvy Quote on Judgement

by | Jan 24, 2011 | Blog, Strategy

I notice increasing reluctance on the part of marketing executives to use judgement; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.
David Ogilvy

…the trouble with research is that it tells you what people were thinking yesterday, not tomorrow. It’s like driving a car using a rear view mirror

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Research is to see what everybody else has seen, and to think what nobody else has thought

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Quote on Research

by | Jan 23, 2011 | Blog, Strategy

…the trouble with research is that it tells you what people were thinking yesterday, not tomorrow. It’s like driving a car using a rear view mirror
 attributed to both Bernard Loomis, an American toy developer and marketer who introduced to some of the world’s most notable brands including “Barbie” as well as Anita Roddick, founder of the Body Shop.