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W+K's Martin Weigel on our industry’s unhealthy fetish with “insight” and other pitfalls

On Strategy Showcase

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Can We Ever Really Understand Enough People?

Can we ever really understand enough about enough people? You know, it's lik you can, if you're not relying on qan research. So they're almost like micro cultures rather than popular culture. They're popular cultures amongstmymi groups. Is it just, is it just microbe micro groups and microbe communities around? Is there really a right way? I think i was beginning to wonder whether, you know, it goes back to what we're talk about about them sort of deep human insight.

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