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Research papers

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

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.

Catalogue: Innovate 2006
Author: Ray Poynter
May 10, 2006
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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 May 01, 2024, from


https://ana.esomar.org/documents/how-to-tell-snake-oil-from-white-elephants-from-real-innovation-in-market-research