It has been a crazy year to say the least and, in the words of the infamous Grateful Dead, “What a long strange trip it’s been”. In an effort to keep a pulse on the ever-changing world around us, it’s important to check your consumer/customer insights. Are they still relevant? Many are, but some may have taken a left turn somewhere along the way. There are many ways to gather and confirm insights.
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Sometimes it’s easy to discount the need to do research for a client assignment. Often, both client and agency teams feel they have a good understanding of the product benefits. Or, the creative team may cringe at the thought of their ideas being tested. But ask the question … are you sure you truly understand the customer’s perception or what may best resonate?