Blind vision (2004 remix). Or why 'research' is still important, 'insight' often an exaggeration, and communication the key

Myles Runham and Darren Noyce

Blancmange ... this pop band’s 1983 single inspired the title, highlighting the authors’ belief that research to be very important – especially in illuminating and aiding better decisions.

Blind Vision (2004 Remix)

Or Why “Research” Is Still Important, “Insight” Often an Exaggeration, and Communication the Key

Myles RunhamStrategy, Ask Jeeves UK, United Kingdom

Darren NoyceUK & Ireland SKOPOS, United Kingdom

Blind Visions, and no reasons, no reasons for actions.1

Why this paper? Why now?

Before we start to describe our opinions and beliefs, let us explain why we thought we would write this paper. We have been working together for over two years now as buyer and supplier (and neither of us are industry newbies either, having both worked in research for well over 10...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands