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“Customers don't know what they want. There's plenty of good psychology research that shows that people are not able to accurately predict how they would behave in the future. So asking them, 'Would you buy my product if it had these three features?' or 'How would you react if we changed our product this way?' is a waste of time. They don't know.”

“When I did TV shows and movies, the studios did demographic research. They were shocked to find that my audience isn't just men who are too drunk to turn off the TV after football. It's women, too. I don't know exactly why, other than that I've tried to remain true to myself for all these years. I have gone through a lot, and I've been open about it. Maybe they look at me and can see how you can grow up, have children, continue to be sexy, get married and divorced and, though you grew up poor, live the American dream. I'm very blessed. I'm happy for it all.”

“There's a tremendous popular fallacy which holds that significant research can be carried out by trying things. Actually it is easy to show that in general no significant problem can be solved empirically, except for accidents so rare as to be statistically unimportant. One of my jests is to say that we work empirically -- we use bull's eye empiricism. We try everything, but we try the right thing first!”

“I've never like had a system or a program, I always think that I don't know how to act. I'll adapt to any director because I don't really have a set way that I do things. If a director hires me and says, "I want you to get started right now and do this research, this research, this research and I want you to have every line memorized before you ever show up for the first day," then that's what I'll do.”

“We want to believe we are good, we are different, we are better, or we are superior. But this body of social-psychological research--and there are obviously many more experiments in addition to mine and Milgram's--shows that the majority of good, ordinary, normal people can be easily seduced, tempted, or initiated into behaving in ways that they say they never would. In 30 minutes we got them stepping across that line.”