Live to debate, but only as a means of pressure-testing the work. The devil's advocate in me may only find some different way forward 30% of the time, but it's worth it.
That's me, a brand strategist that is eternally cautious about listening to consumer research -- mostly because I assume some other strategist somewhere is reading the same research for a competitor. The last thing I want to do is work off a generic insight that can be used by anyone else in the category. And yet, oftentimes we need to tap into something universal - even primal - in order to resonate.
That's the hard part. The part I live for.
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