From Observation

Sonder
March 23, 2020

All insights in marketing starts with observation.

As referenced from "The Art of Scientific Investigation":

From observation comes classification, from classification comes the discovery of regularities.

Once you meditate on these you take a creative leap to form a hypothesis.

Testing this hypothesis empirically then leads to a theory or even a law.

All big advertising ideas go through this pattern - once you do this enough times you start to have the ability to separate myth from law.

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