Marketers need to embrace the dissenting opinion
The industry needs to go beyond the bubble and start listening to actual audiences, writes Atomic 212 head of strategy Asier Carazo.
There is a tendency in our industry to take ourselves far too seriously; to consider ourselves or, by extension, our agency to be some kind of all-seeing, all-knowing soothsayer who provides predictions about the future with absolute certainty.
We need to have a bit of humility, to listen to a dissenting opinion from time to time, because this provides the opportunity to find a solid answer, backed up by data sourced from consumers.
