If you thought marketers found their insights only from consumers’ buying habits, think again. At Nielsen’s Consumer 360 conference, Future Value Retail CEO Sadashiv Nayak shared a clip from the movie Darr while talking about discovering the next “shoppertunity”. The clip showed the scene in which Shahrukh Khan, the villain, kills Sunny Deol, the hero. When Nayak saw this movie in a packed theatre in Kolkata, he says, the audience erupted in cheers at this anomaly of the bad guy killing the good guy. His lesson for marketers: don’t be afraid to do something just because it goes against convention, the consumer may just surprise you.