One of the most fascinating aspects of research is its omnipresence. The practice of gathering data, analysing it and generating insight be applied in a staggering variety of setting – from science to social studies, business to politics and beyond. As well as its multitude of applications, research can also draw on a range of subject matter to improve and better the practice.
This means there is a lot of inspiration out there for researchers, and also a broad range of ways it can be applied. It is important to remember that research does not exist in a vacuum. It is surrounded by business operations, drawing on ideas that improve insight, process, communications and more. However, it can be easy to forget this – to fall into ‘research blinkers’ that narrow our field of view. These quotes have been collated to remind us of the unique, privileged position market research occupies and provide a taste of fields it can lean on.
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The Role of Market Research
“Research is creating new knowledge.” -Neil Armstrong
“If we knew what were doing it wouldn’t be called research.” -Albert Einstein
“Research is formalized curiosity, it is poking and prying with a purpose.” -Zora Neale Hurston
“Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.” -David Ogilvy
“Research is what I’m doing when I don’t know what I’m doing.” -Wernher von Braun
“Bad news sells papers. It also sells market research.” -Bryon Sharp
“Research is to see what everybody else has seen, and to think what nobody else has thought.” -Albert Szent-Gyorgyi
“What is research but a blind date with knowledge?” -Will Harvey
“When research walks on the field, judgment does not walk off.” -Dick Kampe
Generating Insight from Research
“A moment’s insight is sometimes worth a life’s experience.” -Oliver Wendell Holmes Jr.
“There is a great difference between knowing and understanding: you can know a lot about something and not really understand it.” -Charles F. Kettering
“If you want to understand today, you have to search yesterday.” -Pearl Buck
“The best vision is insight.” –Malcolm Forbes
“Understanding human needs is half the job of meeting them.” -Adlai E Jr Stevenson
“You never really understand a person until you consider things from his point of view.” -Harper Lee
“There is nothing so terrible as activity without insight.” -Johann Wolfgang von Goethe
“The goal is to transform data into information, and information into insight.” -Carly Fiorina
“In today’s complex and fast-moving world, what we need even more than foresight or hindsight is insight.” -Anonymous
Blending Research and Innovation
“For good ideas and true innovation, you need human interaction, conflict, argument, debate.” -Margaret Hefferman
“Innovation needs to be part of your culture. Customers are transforming faster than we are, and if we don’t catch up, we’re in trouble.” -Ian Schafer
"It's easy to come up with new ideas; the hard part is letting go of what worked for you two years ago, but will soon be out of date." -Roger von Oech
“I believe in innovation and that the way you get innovation is to fund research and learn the basic facts.” -Bill Gates
"Innovation is the process of turning ideas into manufacturable and marketable form." -Watts Humphrey
"The enterprise that does not innovate ages and declines. And in a period of rapid change such as the present the decline will be fast." -Peter Drucker
Integrating Voice of Customer Data
“The customer’s perception is your reality.” -Kate Zabriskie
“All of your customers are partners in your mission.” -Shep Hyken
“More than 50% of innovation comes from the voice of the customer.” -Lou Rossi
“Whoever understands the customer best, wins.” -Mike Gospe
“When the customer comes first, the customer will last.” -Robert Half
“Listening is hearing the needs of the customer, understanding those needs and making sure the company recognises the opportunity they present.” -Frank Eliason
“Everything starts with the customer.” -June Martin
What are your favourite market research quotes - did they make our list? Leave a comment below to let us know which research & insight quotes you think are best and join the conversation.
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