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- ”’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
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. ‘So why are you looking here under the lamp?’ ‘The light is better here’.
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