We’re often posting about ad agencies being behind the times, not up with da kidz; the movements and needs of mothers, of being out of touch with their consumer. We’re advocates for agencies employing trend and consumer insights and you know, actually listening to them. And yet, there’s a downside to the whole trends business: it can be a racket like the one we noted here. There’s some other issues going on in the biz that make it hard to figure out what trend agency or consumer insight consultant actually deserves your dollars.
PSFK just wrote an insightful article that is sure to cause a ripple within the consumer insight community all about this. Check it out here.