Author: David Jones
  • Video
  • 5 minutes

David Jones on research during a downturn

Updated Thursday, 24th February 2011
"Too much research is misused"

This page was published over 11 years ago. Please be aware that due to the passage of time, the information provided on this page may be out of date or otherwise inaccurate, and any views or opinions expressed may no longer be relevant. Some technical elements such as audio-visual and interactive media may no longer work. For more detail, see our Archive and Deletion Policy.

 

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.

(0’24”)

 

Is research core, even during a downturn?

 

Become an OU student

Become an OU student

Author

Author

Ratings & Comments

Share this free course

Copyright information

For further information, take a look at our frequently asked questions which may give you the support you need.

Have a question?