Dear Readers, What do you think will give you the bigger rush? A double shot of your favourite coffee drink? or the answer to the ultimate questions in life, the universe and everything (it's not 42 by the way). If you're like me, you're driven to discover the why behind the why, the human behind the "consumer profile", the real strategy behind the sales team's "we just need to sell more this quarter" objective. InsightsCaffeine is your (and my) platform for diving deep into these Why's? As an innovation and human-ethnography researcher I have been able to ask "why" to the point of exhaustion for brands that wash your hair and wash your clothes; help you get better physically and mentally; inspire you to be various versions of yourself from empowered, commanding, to sexy, chic or understated (sometimes all at once!) Uncovering the real 'why' behind something is the strongest hit you'll ever have--better than any hit of caffeine (Red Bull doesn't work on me either by the way). Why? will be the leading question into understanding consumers, shoppers, branding, and organizations. I will be reviewing source material from various time periods, point of views and belief systems with the explicit objective to assess their relevance in real-world applications. I will highlight the success and failures of various brands and industries through case-studies. And I will be doing something completely different, too: consulting source material outside the marketer's limited universe such as psychology, art and film culture. Together, we will find stimulation in the insightful and not always unknown--just unseen or misunderstood. As a professional photographer and graphic designer for over 20 years, I love to create new worlds of understanding through imagery and stimulating vocabulary--so don't be startled. You did come here for a hit after all, didn't you? Read, comment, ask questions and challenge me. It's not personal, it's simply another angle of insight that is sorely needed in an age where everything is swiped left or right in seconds when more interest and investigation should be applied. I hope you join this growing community so that you, too, can wake up. It really is a unique feeling when you can break free of the pre-programmed responses and have original thought again. So sign-up on the right, and let's get our first pot of coffee brewed. Double Shots all around. Keep an eye on the WorldWideWeb for my hashtags and don't be afraid to use them to ping me ideas and examples... even challenges! #InsightsCaffeine #ElGrecoInsights #SagaSquared Eugene has been a market researcher and branding professional for nearly 15 years. Endless hours of interviews, analysis, data-sorting, ideating, innovating, strategizing and it's highly doubtful if he's had 15 cups of coffee in that time. But then insights are where he gets his "hits" from, and he hopes you will too!