... the heart of the successful holistic analysis of marketing data. Insight 5: data are dumb: beliefs are blindThis insight reminds us that data alone, without the organising bene®tof prior belief ... wayin which the data, and interpretations of these data, actually `played out'when tested in practice will have two advantages over `prior knowledge'.In looking at the data: ·they will ... particularly valuable to those who use market research data to make commercial decisions. But, market research practitioners ±those who supply data ± will also bene®t from reviewing some of the...