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David Jones on research during a downturn

Updated Thursday 24th February 2011

"Too much research is misused"

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David Jones

I think research is critical, but it needs to be used in the right way.  I think too much research is misused and it becomes, you know, a decision making tool rather than to inform and be insightful. I mean I think the classic example of that is Orange in the UK, which the research said it should be called Micro Tel and not Orange, and fortunately, you know, Hans Snook ignored that research and launched the brand Orange.

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