rom the beginning of my career in advertising, I have been hearing about how important 'consumer insight' is to the industry. It should be, because we are dealing with consumers. And it is these consumers and the way they behave, eat, drink, hop, buy, read, listen, see and do the things they do, or don't, that keeps the ovens burning at home. So it is high time we start putting ourselves in their shoes.

What is the significance of capturing insights in our business? Why do we need to keep scouting for trends? And why do we need to start paying more than just lip service to these two terms, especially in the coming years? Because the consumer is king? He always was. Because commissions are going down and client budgets are leaner and meaner? Perhaps. ... more