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Stuff about brands, comms, research and the people that work with them. Newer posts →. Why would a market researcher tell you not to commission market research? September 12, 2013. We all know Lord Leverhulme’s pronouncement that ‘Half the money I spend on advertising is wasted, and the problem is I do not know which half’. You might expect me to suggest that the good Lord would. It’s just that you don’t know you know. As Donald Rumsfeld. They won’t give away any trade secrets, of course, but their unusu...