Redscout presents Spur — Episode 3: Are planners glorified researchers?

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?

Join the discussion: comment here, email spur at redscout dot com to join our mailing list or send a video response, follow us on Twitter (rscout and #spur) and Facebook (Redscout).

Category:

People & Blogs

Tags:

• planning
• planners
• strategy
• advertising
• brands