Marketing research is available in abundance with a simple Google search. In some ways the art of marketing is being lost in puddles of research. Today’s moment reminds us that there is more to marketing than research.
“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.”
– David Ogilvy
Questions to ask yourself:
- Are you reluctant to use your judgement? Why or why not?
- Do you find that you rely too much on research instead of instinct?
- In what areas should you use a little less research and a little more ‘illumination’ or instinct?