But here’s the truth. Consumers do not know what they want.

Ask a panel of “creative consumers” to imagine the future, and you’ll likely get ideas that are safe, familiar, or rooted in what already exists.

Pro tip: that won’t drive your brand forward. After all, no consumer ever asked for an iPhone before it existed.

But swinging too far the other way and ignoring the consumer? Also risky.

So, then what is the sweet spot?

At Quester and ProdigyWorks we believe success lies in Consumer-Informed Strategy and Innovation.

We believe in deeply understanding the why behind consumer behavior, so you can meet unmet needs, challenge expectations, and build ideas that are both visionary and rooted in real insight.

The brands that win don’t follow consumers. They lead with purpose, clarity, and a sharp understanding of where the opportunity truly lies.