Mythbuster: 'Typical' consumers

Les Binet and Sarah Carter

At a time when the world is supposedly more open and connected than ever before, it appears that planners are becoming more insulated and isolated from the 'real world'.

Mythbuster: 'Typical' consumers

Les Binet and Sarah CarterDDB

Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the idea that we are 'typical'.

Two seemingly unrelated things happened recently that made us a feel a bit worried. Firstly, a young planner was telling us why she enjoys working on digital stuff more than TV. "Of course, people spend lots more time online these days than watching TV," she said. We pointed out that the data shows that people spend a lot more time watching TV. "Oh, I don't...

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