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’.

Subscribe to Blog via Email

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

Join 76 other subscribers

Written by:

One Comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Spam Protection by WP-SpamFree