Consumer insights, consumer outsights

Steve Williams

In the early 21st-century world, we are assailed by fears and doubts. We wonder will there be a world at all in a hundred years or so, if we keep warming the planet. We fear the strange return of religious conflict of a type not seen for hundreds of years. We worry about our health more than ever – ironically at a time when we are all living longer.

But one thing that we all seem agreed on is that the consumer is king.

The consumer can do no wrong. The consumer knows all and can reveal all. About this, there seems to be no doubt.

I am not going to say this is wrong, and as a researcher of course I have some interest in this. Touching the blessed consumer pays for the bread on the table.