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“…96.2% of all statistics are made up.”
Almost made it to the Idea Conference this year, but my nails weren’t quite dry.
Last year was apparently a great success, with a round of inspiration for all. This one I particularly like, Euro’s David Jones, “taking a swipe at the research and pre-testing industry.” Mr. Jones exhorted listeners to stop asking permission. Drawing on a “truth” from British comedian Vic Reeves that “96.2% of all statistics are made up,” Jones argued that some of the most well-liked ads aren’t based on research or focus-group results. Instead they but rely on a creative director’s gut instinct of what consumers will like. Boy, do we like this guy.
Tags: david jones, focus, funny, group, industry, made, research, stats, up
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