Arthur Conan Doyle - It is a capital mistake to theorize before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts.
Celia Green – The way to do research is to attach the facts at the point of greatest astonishment.
David Ogilvy – Some people use research like a drunkard uses a lamppost: for support, not illumination.
Gregg Easterbrook - Torture numbers, and they'll confess to anything.
John Sculley – No great marketing decisions have ever been made on qualitative data.
Lord Kelvin - When we cannot express something in numbers, our knowledge is of a meager and unsatisfactory kind.
Mark Twain - There are three kinds of lies: lies, damned lies and statistics.
Rex Stout - There are two kinds of statistics, the kind you look up and the kind you make up.
Ric Simcock – Facts are available to everyone; it is interpretation and implementation that is key.
Terence Conran - Market research can be not just misleading, but disasterous for people who work on instinct.
Unknown Author - 98% of all statistics are made up.
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