'Research! A mere excuse for idleness; it has never achieved, and will never achieve any results of the slightest value.'

Viki Cooke

The nature of opinion has changed dramatically over the last few years. Once the vertical, hierarchical model defining the flow of information was the most popular method used by organisations seeking to communicate and engage with the public.

'Research! A Mere Excuse For Idleness; It Has Never Achieved And Will Never Achieve Any Results Of The Slightest Value.' (Jowett Benjamin, British Theologian).[1]

Or, put another way, 'Who cares what the person on the Clapham Omnibus thinks?'

Viki Cooke Opinion Leader Research Ltd

How opinion has changed

'Do not think of knocking out another person's brains because he differs in opinion from you. It would be as rational to knock yourself on the head because you differ from yourself ten years ago.' (Horace...

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