Millward Brown's Nigel Hollis attacks "voodoo" research

Research has come under attack recently. People have been citing neuroscience, cognitive psychology and behavioural economics learning that suggests much of what we do is rubbish.

Who will defend the status quo?

Who better than that standard bearer of normative data, that bete noire of every shaven headed, trendy spectacle wearing, Mark Earls reading account planner? Step forward Nigel Hollis of Millward Brown.

His latest post here attacks "Voodoo" research and defends the tried and er pre-tested (a little MR humour). And this is about as direct as a genteel and collegiate British researcher gets. Attacking the journalist but taking indirect aim at the Advertising Research Foundation.

I posted below that Joel Rubinson of the ARF had gone outlaw like Waylon and Willie. Millward Brown is the Grand Ole Opry and Mr. Hollis our Porter Wagoner.

OK, the country music analogy is probably done now. But what's important is that it's on.