This David Ogilvy quote on Research evokes one of the most amusing and tragic episodes in Levi’s history.

“Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.”

As is usual, any quote about advertising is just as relevant to marketing.

The classic case of a disaster that follows ignored research is Levi’s “Not By Jeans Alone”:

If you’re doing research, the most important step in the process is the actions that follow the research. Don’t let it become a report that gathers dust.

David Ogilvy might also have said that not doing the research in the first place is like not trying to listen in to the enemy.

You’re blind.