Research matters

A lot of people pooh-pooh research, but I think that has much to do with the methodology followed by most researchers in the world. For research to be useful, it has to be conducted innovatively. Research that reeks of research is useless research. If you want to research something, do it in a manner that doesn't make it seem like research. Research has proved that all the research in the world will prove useless unless you find a disarming way to gather information.

When you tell the consumer he/she is being researched, you won't get insights, you'll only end up with research.