Outside George Gallup’s office in Princeton, long ago, the author asks a moviegoer if she would pay money to see Abe Lincoln in Illinois. She said she would, but she was kidding herself. Armed with this kind of information, it is difficult not to defeat competitors who fly blind. But there are two vital questions that research cannot answer: Which campaign will make the biggest contribution to your brand over a period of years? Here you still have to rely on judgment. What price should you charge for your product? This is one of the most important questions which confront marketers, but, as far as I know, research cannot answer it.