David Ogilvy is one of the marketing gods. Founder of Ogilvy and Mather. Responsible for some of the most famous advertising campaigns in history. Retired to live in a castle in France, probably he's worth $100,000,000.

When David Ogilvy talks, you might want to listen.

A very large portion of his book "Ogilvy on Advertising" is about research, what it is good for, how major marketing companies like Proctor and Gamble use it, notable successes, how to go about research - and railing against the way most marketers neglect research..

Quote: "Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals."

Amen.