By Phil Dusenberry
Read Chapter 2:
Faith in Research (pdf)
Research, of course, comes in many forms. And they're
all legitimate if they produce valid insights. Everyone works differently
at the game of research.
Reprinted from Then We Set His Hair on Fire: Insights
and Accidents from a Hall of Fame Career in Advertising, by Phil
Dusenberry, by arrangement with Portfolio, a member of Penguin Group
(USA) Inc. Copyright (c) Phil Dusenberry, 2005.
Copyright © Phil Dusenberry, 2005. All rights reserved.