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

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

I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much read more

I notice increasing reluctance on the part of marketing executives to use judgment; 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.

There is more similarity in the marketing challenge of selling a precious painting by Degas and a frosted mug of read more

There is more similarity in the marketing challenge of selling a precious painting by Degas and a frosted mug of root beer than you ever thought possible.

If you want success, then don't rely on other people to do what YOU can do!

If you want success, then don't rely on other people to do what YOU can do!

No great marketing decisions have ever been made on quantitative data

No great marketing decisions have ever been made on quantitative data

We are in the position of a little child entering a huge library
filled with books in many different read more

We are in the position of a little child entering a huge library
filled with books in many different languages. The child knows
someone must have written those books. It does not know how. It
does not understand the languages in which they are they are they
are written. The child dimly suspects a mysterious order in the
arrangement of the books but doesn't know what it is. That, it
seems to me, is the attitude of even the most intelligent being
toward God.

There is nothing like looking, if you want to find something. You certainly usually find something, if you look, but read more

There is nothing like looking, if you want to find something. You certainly usually find something, if you look, but it is not always quite the something you were after.

No amount of experimentation can ever prove me right; a single
experiment can prove me wrong.

No amount of experimentation can ever prove me right; a single
experiment can prove me wrong.

If we knew what it was we were doing, it would not be called research, would it?

If we knew what it was we were doing, it would not be called research, would it?