A 20 second radio spot taught me more than a $300 course

Last Tuesday I sat in on a local agency's pitch for a car dealership and the creative director just played a 20 second radio spot on his phone, no slides, no charts. He said the whole ad was built around one phrase the owner used in a casual convo, and it beat everything their $300 market research package produced. Has anyone else found that real client language beats polished data every time, or am I just lucky on this one?

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