Quotes on Market Research

• Measure with a micrometer, mark with a chalk and cut with an axe.
• When giving a forecast give them a number or the time but never both
• Figures don't lie but liars figure
• It is a capital mistake to theorize before one has data. 
• he way to do research is to attach the facts at the point of greatest astonishment.
• Some people use research like a drunkard uses a lamppost: for support, not illumination.
• Torture numbers, and they'll confess to anything.
• When we cannot express something in numbers, our knowledge is meager.
• There are three kinds of lies: lies, damned lies and statistics
• There are two kinds of statistics, the kind you look up and the kind you make up
• Facts are available to everyone; it is interpretation and implementation that is key