In an age of infinite customer segmentation, market fragmentation and media dispersion, vague is sometimes the new black when it comes to input.

Never has it been more important to understand the consumer and persuade according to her/his needs. Just because it's not as easy to target people as it once was doesn't mean they are fundamentally different. People are the same. They are driven by the same hierarchy of human needs, the same compulsions and desires.

Consumer insight has always been at the root of effective advertising. Without it, we lack the fundamental parameters within which to craft effective messages. Advertising that is not based on consumer insight is like a boat without a rudder (a very expensive boat). Whether traditional research, customer interviews or in-depth sales team input, gaining the critical insights into customer beliefs, needs and desires is ever more crucial to effectively marketing. Understanding the consumer can not only help in crafting the right message, but the right media as well.