posted by admin on Apr 12

Market research is a friend of conservatism. It justifies caution and pisses on creativity and ambition.

People respond to market research in terms of what they know. They answer questions on the world around them. It doesn’t deal with concepts and ideas that they have never encountered.

Market research will create entertainment that 50 per cent of people will definitely enjoy over entertainment that 10 per cent of people will definitely enjoy but which 80 per cent might adore. It makes people play safe. It rounds off rough edges and steers people towards safe certainties and away from things that could be dramatic successes or failures.

I hate it.

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