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Without knowing the full context - are you sure you want to do just that? (I’ve faced a similar choice before.)
If you’re good with consumer behaviour than that should help you really stand out as a great planner. It sometimes seems to be the bit that some planners struggle with the most. So if you make that a big part of your job, you have an advantage, and you get to properly apply what you know - instead of ending up being too theoretical about it
You should look at either strategy roles or audience research.
I agree SD1, however think it probably depends on the set up of the agency and whether you have ‘strategic comms planners’ or if you have strategy as a discipline separate from planning and then planning is just spots and dots based on viewing behaviour - which is obviously quite light touch CB.
So for more context, I’ve worked on different consumer research projects for campaigns and overall rebranding for some clients of the agency. Projects included things like developing brand playbooks, consumer profiles, and competitive analysis. That’s where my passion for consumer insights came from. I’m currently on the strategy and I told a director about this passion and he recommended I do comms planning.
I have a similar background in consumer behavior, sociology and anthropology, and have grown a successful career in strategy. The tricky thing is that each agency seems to have a different word for it. Creative agencies usually call it Comms Planning, Planning, or Strategy. Media agencies call it all kinds of things, like Comms Strategy, Stategy, Consumer Strategy, Human Experience, etc. Unless you have a real passion for insights and research, I would stick to Strategy roles where you'll learn both. Creative agencies also tend to do more 1st party research, while media agencies will subscribe to lots of different resources. Good luck!
Strategy.
I’ve never worked with a comms planner before so I’m not really sure how different the consumer insight side would defer from what I do now as a media strategy person.
I agree with all the above, I’m a fan of psychology so courses in that enabled my consumer behavior skills. It can be very valuable, I’ve had lots of non-verbal cues that showed appreciation for the able to connect the consumer behavior from high up the chain and on client side. Don’t be afraid of that skill, use it to your advantage. I’m not saying don’t pursue strat planning if that’s your passion but that it will be noticed more and really appreciated in your current role.