‘Then it is better to have two housewives in the team instead of two planners’ – I said half-jokingly to two of my favorite junior planners.
The point I was making was – listen to the consumer, but don’t take everything you hear at face value. Insights are about interpreting what has been said in the context of other knowledge.
Many a time actual consumer behavior in the market contradicts what they say (we are becoming health conscious in food choice, for example!)
All said and done, not only are we limited in understanding our motives behind our choices, often we are keen to frame it in a more flattering light.
That’s why listen to your consumer but listen to a lot more around her as well.