Welcome to my view on the world of planning and consumer insights. The idea for doing this sprung from one thought–that perhaps there might be a downside to the heavy science that goes into account planning, and that maybe there might be a reason why the consumer is always one step ahead. My good friend Simon Law sent me this as context.
In a nutshell it goes like this: brands and planners spend an enormous amount of time thinking about consumers who themselves spend very little time thinking about brands. Maybe this disparity in experience might make it hard for brands to know how their customers feel; maybe there might be some merit in thinking less…
