"In research you first have to find out what that it is that you've to find out"
"Very difficult to change attitude but you can alter behaviour"
"Research is like a lamp post, not for us to lean on them but for light"
3 D's of thinking Disciplined -> Different -> and Deliberate.
"More the volume of knowledge, more the area of the unknown"
"Advertising messages should be created for and directed at, the heavy using and high yield consumers in the category"
"Don't get people to try the product by convincing them to love the brand, get them to love the brand by convincing them to try the product"
Message >> Change in Attitude .>> Change in Behaviour
"Strategy should evolve out of the marketplace, not in the antiseptic environment of an ivory tower" - Al Ries
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