How to Interpret the Results

"A lot of people use research as a drunk uses a lamppost: for support rather than illumination."

—David Ogilvy, founder Ogilvy & Mather, Advertising Agency

Research isn't designed to supply categorical, black and white answers. It is designed to establish the odds. The most positive response you can get is a strong likelihood that you may be on to a winner. The most negative response you will get is likely to be no appearance of any wide interest. Whatever you want the result of the survey to be, the biggest favor you can do yourself is to accept the results for precisely what they are. Interpreting an overall no as a maybe or a weak yes as a go isn't going to do you, your firm, or your family any favors.

Before you come to any decision, consider the responses you received to individual questions.

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