It is a rare joy to see such a stir caused by a document written by someone who resides in the real world and that isn’t based on ubiquitous, spurious statistics. It is terrifying that the glimpse of the bleeding obvious that is Matthew Robson’s report has senior executives going into meltdown. “Teenagers see adverts on websites as extremely annoying and pointless.” I’m gobsmacked! I thought we all went into rapture when screen infestations do their best to disrupt what you’re trying to do. Low price (or no price) seems to be critical to all aspects of teenage consumption . . . really? “Teenagers don’t use Twitter . . . tweets are pointless” – well actually, not just pointless, a smidgeon tragic unless you don’t have anything resembling a life. The near panic caused by Mr Robson beautifully demonstrates that industry is awash with people who try to impose old-world thinking, methods and tools on new-world technology and lifestyles. To make even basic decisions they surround themselves with reports, advisers, consultants and, scariest of all, research. The 15-year-old’s work proves there is a canyonesque gap in the market for a “common sense” consultancy.