Marketers may believe search ads based on data about consumers is the new ad model, but consumers are more complex than the sum of their buying habits, according to Maurice Saatchi, executive director of M&C Saatchi. "People do not know what they want until a brilliant person shows them," he writes. "Henry Ford confirmed the point. Asked if he had carried out research before he invented the Model T Ford, he replied: 'If I had asked people what they wanted, I would have built a faster horse.'"
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