"I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination"

This quote by David Ogilvy is a criticism of marketing executives who rely too heavily on research study. He recommends that instead of utilizing research study to get insight and understanding, they are using it as a crutch to support their choices. Ogilvy thinks that marketing executives ought to be utilizing their own judgment and experience to make decisions, instead of relying solely on research study. He suggests that research study must be used to inform choices, not to make them. Ogilvy's quote is a suggestion that research study must be used to supplement, not change, the judgment of marketing executives.