Asked whether market research breeds mediocrity, Wally Olins had this to say:
“If you are going to create something that is truly a breakthrough, you have to rely on your intuition and your judgment.…Finding out what people feel about things that are happening today is extremely useful. Trying to get people to tell you what will work tomorrow is useless.”
So. Still want to move forward with that focus group?
Via Brain Pickings (link).
