Consumer Insight

I was asked to answer a few questions about consumer insight today. My answers are HERE.

With so much open source information (i.e. stats and slides etc) there appears to be quite a debate about the role of traditional market research for brands. Market research can appear so dull, but mixed with hunch based analysis often derived from immersion amongst an audience and bingo! real energy and excitement following what could be a whole new insight into behaviour. You might not be right but its a hundred times more fun than studying excel sheets.