In a recent egroup conversation, members put forward some interesting quotes about the power of research…
“Without data you’re just another person with an opinion.” – W. Edwards Deming
“Your most unhappy customers are your greatest source of learning.” – Bill Gates
“The aim of marketing is to know and understand the customer so well, the product or service sells itself.” – Peter Drucker
“If we knew what we’re doing it wouldn’t be called research.” – Albert Einstein
“Research is what I’m doing when I don’t know what I’m doing.” – Werner von Braun
“Marketing without data is like driving with your eyes closed.” – Dan Zarrella
“Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.” – David Ogilvy
“Our society needs more heroes who are scientists, researchers, and engineers. We need to celebrate and reward people who cure diseases, expand our understanding of humanity, and work to improve people’s lives.” – Mark Zuckerberg [ok we don’t save lives but we help to understand humanity and potentially improve people’s lives.]
“I believe in innovation and that the way you get innovation is you fund research and you learn the basic facts. ” *-Bill Gates*
I would make an argument along the lines of “Would you send troops into battle without first finding out where the enemy is, how many they are, what weapons they have, and what the terrain looks like?”