Marketing needs to go back to extreme basics

Of all the questions marketers and planners routinely ask consumers, the most impertinent has to be: ‘And why does that matter?’
The rudeness stems in part from the fact those consumers will have diligently answered at least one direct question already. What’s the thing you most look for in a kids’ cereal or indigestion remedy or current account, we ask, in our chosen research setting. And when their answers round on taste, speed of relief and friendly service we duly nod