Jeremy Bullmore, sometime president of the Market Research Society, said that advertising owes two great debts to research: “First, as every Mad Man knows, research can be held solely responsible for all bad advertising, having strangled all the original ideas at birth. Second, as the rest of us know, if you use it properly – if you don’t just read it but you mine it, you challenge it, you hold it up to the light and smell it – research can liberate, illuminate and bring credence to the wildest of hypotheses.”

Jeremy Bullmore