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April 11, 2007
Turner on Research
Posted by Brad Abare | Filed under: Research
I recently stumbled upon a bold quote from broadcast behemoth Ted Turner. In a speech he gave at Harvard sometime ago (I was unable to track down the date/occasion), in typical Turner temper, he said:
"There's never a reason for a study if your idea is conceptually sound. You have to have confidence in your own ideas. I never did a market study on CNN. I do my own marketing analysis."
This disturbingly refreshing thought comes at a particularly exhilarating time for Personality™. In the last six months alone we've invested nearly $250,000 into honing our craft, tweaking our service offerings and testing our processes. For Ted Turner, $250k is pocket change. For us, $250k is a big deal.
Throughout this time, we've really been wrestling with the idea of research and analysis as it applies to our own processes. The question that continues to haunt us is at what point do we need scientific backing for some of the assumptions we are asserting.
Our gut says it works. Our clients say it is working. The anecdotal evidences we are encountering along the way are affirming. I believe we're conceptually sound and growing more and more confident every day. What gives?
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