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

Date of publication: May 10, 2006

Catalogue: Innovate 2006

Author: Ray Poynter

Abstract:

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.

Ray Poynter

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Citation

Poynter, R. (2006a, May 10). How to tell snake oil from white elephants from real innovation in market research. ANA - ESOMAR. Retrieved September 17, 2025, from


https://ana.esomar.org/documents/how-success-stories-from-the-past-can-inspire-future-innovation