Apparently a 15 year old kid shook the city with his amazing insights into how teenagers use media today. The Guardian posted his document on its site. Take a look. It’s amazing. Not because the guy has remarkable revelatory skills like nostradamus or anything, but because Morgan Stanley didn’t know this stuff in the first place. And that “kids don’t read a daily newspaper” was an insight that shook anything!
It really demonstrates the importance of understanding your service users and a great reminder that most organisations don’t. And never be afraid to keep asking a client “who are you trying to win over with this?” until you get a good answer. They’ll thank you for it.