Charles Saatchi on market research.

»I have spent too long being able to manipu-late the answers I want from market research, to rely upon its findings any more than I do weather forecasts.

Many of the great success stories in mar-keting only came about because someone at the top of an organisation wanted to ignore the research, and follow his own prejudices –

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on the basis that all his competitors would be carrying out the same research, recieve back the same conclusions, follow them slavishly – and he would therefore be left with a unique proposition for his own product, which he in any event believed in.«

From the book ?, by Charles Saatchi.