Regular readers will know that I'm not the biggest fan of pre-testing, and yesterday I was flicking through Jon Steel's excellent 'Truth, Lies & Advertising' and came across this gem from Akio Morita, co-founder of Sony.
"We don't ask consumers what they want. They don't know. Instead we apply our brain power to what they need, and will want, and make sure we're there, ready"
Morita wisely ignored the reseach.
History was made.