How to tell snake oil from white elephants from real innovation in market research

Ray Poynter

This paper reviews the history of innovation and mistakes in order to use the power of hindsight to improve foresight, in particular to improve the chances of spotting whether a new idea is powerful piece of innovation or an expensive folly.

How to tell snake oil from white elephants from real innovation in market research

Ray PoynterVirtual Surveys, United Kingdom

INTRODUCTION

History is littered with examples of wonderful innovations side-by-side with mistakes, white elephants and frauds....

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