On Research and Lampposts

Two stories on the comparison between faulty research and lampposts. Lifted from an article by Rory Sutherland in the book A Master Class in Brand Planning.

    ”’We have all herd the adage about people who ’ use research as a drunk uses a lamppost – for support rather than illumination’”

    “Yet there is a better story about drunks and lampposts that David Ogilvy used to tell. A drunk had lost his keys on the street and was frantically searching for them under a streetlamp. ‘Where did you dop them?’ asked a concerned passer by. ‘Over there’ he replied, indicating a spot 30 yards away. ‘So why are you looking here under the lamp?’ ‘The light is better here’.

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