Redscout Presents Spur — Episode 3: Are Planners Glorified Researchers?

Over the next two months, PSFK will be hosting Redscout’s SPUR video series. It will explore the intersection of brands, strategy, innovation and the world of account planning. We hope to spark a lively discussion, and inspire those working in the field. Watch previous episodes here.

Whenever you ask about the history of planning you inevitably hear “the voice of the consumer.” And while the phrase has become a shorthand description of what planners do, we found that planners, the elite and the newbies alike, all feel it short-changes the actual job.

Interestingly, the insistence that “the voice of the consumer” is just a myth has resulted in a confounded description of the craft.

In our third episode of Spur we explore the differences between “planner as researcher” and “planner as something else,” whether that is creative muse, talent guru, or digital ninja.

Are planners just glorified researchers?

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