Millions of dollars are spent hearing what consumers say about brands. Sometimes you forget that you have a “consumer” sitting next to you. One of them is your brother, or you’re married to one...

Chances are, some of these answers are not in the brief, but on your doorstep or in your fridge... we pride ourselves on being “consumers before designers” and getting off our backsides to go and meet with them, talk and try the product ourselves.

You would be surprised how many don’t.