What’s a maverick?

Making sure that your research is valid can be an infuriating task, as Williams Murray Banks will testify. During one recent group session, a typical cross-section of the public was informed how a new branding concept by WMB was designed ‘to bring out the maverick in you’. ‘What’s a maverick?’ one puzzled participant enquired. A rather more alert counterpart provided the obvious answer ‘It’s a chocolate bar.’ Of course it is!