At AURA Insight’s Generational Insights: Exploring the Changing Consumer Landscape, our very own Colonel Mustard Lucy Davison and NED Danny Russell took the stage to debate whether it’s time to retire generational cohort labelling. After an in-depth discussion with fiery evidence from both sides, the audience of clients voted: generational cohorts are bad for research. As insights professionals, we must always re-evaluate the way we understand consumers. This debate was not about winning, but all about questioning, learning, and finding
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