- ”’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’.