Consumer insights, consumer outsights

Steve Williams, who runs Stratosphere, a strategic planning and research consultancy, muses on what consumers can tell us and what they cannot.

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...

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