Saturday, May 19, 2012

Top 10 Research Quotes

Whenever I write book reviews, I usually like to cite excerpts or quotes. To me, there’s nothing better than a good quote. With that in mind, here are some of the better quotes I’ve come across specific to “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, Advertising Executive


“We don't devote enough scientific research to finding a cure for jerks.”

Bill Watterson, Cartoonist


“After all, the ultimate goal of all research is not objectivity, but truth.”

Helene Deutsch, Psychoanalyst


“Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.”

David Ogilvy, Advertising Executive


“We don't ask research to do what it was never meant to do, and that is to get an idea.”

William Bernbach, Advertising Creative Director


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

Albert Einstein, Theoretical Physicist


“Research is what I'm doing when I don't know what I'm doing.”

Wernher von Braun, Rocket Scientist


“There is no substitute for face-to-face reporting and research.”

Thomas Friedman, New York Times Columnist/Author


“Research serves to make building stones out of stumbling blocks.”

Arthur D. Little, Chemist/Chemical Engineer


“Scientific research consists in seeing what everyone else has seen, but thinking what no one else has thought.”