"Total dependence on research will kill instinct"

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ahead with it? I do it and then find out if the audience likes it or they don’t. It’s easier to do (something) first and then find out (the consequences). Research can add finite value. Beyond a point, you have to rely on gut feeling. There is something called instinct; research kills that, if you depend 100% on research.

So RAM can just about indicate the broad trends. It should not be treated as conclusive.

The advertising industry, unfortunately, looks at it as a currency. And they hang on to a currency which is seen as credible. However, credibility comes from many factors. RAM came into the market due to its TAM pedigree. And by their own admission it is meant to be a trend gauge. With RAM, there has to be your thinking as well. RAM without your inputs could be dangerous.