Luka

“While tracking trends can be a useful tool in dealing with the unpredictable future, market research can be more of a problem than a help. Research does best at measuring the past. New ideas and concepts are almost impossible to measure. No one has a frame of reference. People don’t know what they will do until they face an actual decision.
The classic example is the research conducted before Xerox introduced the plain-paper copier. What came back was the conclusion that no one would pay five cents for a plain-paper copy when they could get a Thermofax copy for a cent and a half. Xerox ignored the research, and the rest is history.”
― Al Ries, The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk

“A perception that exists in the mind is often interpreted as a universal truth.”
― Al Ries, The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk

“It’s a phenomenon known to psychologists as social proof. Whenever we haven’t got enough information to make decisions for ourselves, we have a habit of copying the behaviour of those around us.”
― Hannah Fry, Hello World: How to be Human in the Age of the Machine

“The world cannot be understood without numbers. But the world cannot be understood with numbers alone.”
― Hans Rosling, Factfulness: Ten Reasons We're Wrong About the World—and Why Things Are Better Than You Think