"What you really want to understand is one consumer in terms of mind, body, soul and task. Map a holistic experience and spend 12 hours with one consumer spent over a one-month period [instead of] running 50 focus groups where you have eight minutes with an individual consumer and do the "Groundhog Day" event over and over again. So what we have done is we have created, for example, a studio process and we have learned that we can get as much information from five consumers, mapped in depth, mind, body, soul and task, as you can from 50 focus groups." - Sanjeev Singh