If you’re doing research and you know exactly what you’re gonna find, you’re not doing research, you’re doing marketing

--- Marc Abrahams, editor of the Annals of Improbable Research and founder of the Ig Nobel Prize ceremony, during a TEDx CERN Talk about how all research — real research, that is — is improbable.

See video at time code 2:15 onwards

All research is improbable. All research is going to turn up some things you really didn’t expect. If you’re doing research and you know exactly what you’re gonna find, you’re not doing research, you’re doing marketing.