If You Want To Be Successful, Don't Depend Too Much On Consumer Research

In a previous post, I highlighted quotes from some of the world’s best marketers who were profiled in Marketing Masters a book I wrote 25 years ago. (It’s long out of print, so much to my agent’s chagrin, this is not a plug.)

Before I file the book away, here is the best quote about how excellent marketers feel about consumer research. As you will see, they aren’t against doing it. It is one of the many ways they stay close to their customers. But they understand its limitations, as Roger Enrico the former Chairman and CEO of PepsiCo explains.

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