“I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.” – David Olgivy

At SANDIA, we believe the best insights and judgment comes from a real partnership between the agency and client. We don’t pretend to know more about their customers than they do. Research should not be a default agency action, rather a tool that is useful at the right time.