Our theme this month is return on marketing investment (ROMI). But just that one Insight throws the discussion of this aging concept into very sharp relief. Just what is ROMI? Is it return on investment on the entire marketing effort? Or return on each element of that effort? we have to acknowledge that research is not just about measurement of marketing's effectiveness. Research should be about generating and predicting as well as about demonstrating and measuring. Yes. the ROI debate is important. But it should not overshadow the inherent creativity not only of marketing itself, but of research. Research provides Insight.