Can You Afford to Be Considered? What Changing Consumer Behaviour Means for Brand Tracking
Consumer behaviour is changing, but is brand tracking changing with it? Colin Auton explores why traditional measures of consideration can miss the situations, needs and barriers that actually shape decisions, and how Category Entry Points can deepen consumer understanding. Consumer confidence is up. Well, sort of. The latest GfK Consumer Confidence Index jumped six points […]
Why a 7 in One Market Is Not Always a 7 in Another
Rating scales feel simple. Ask a question, collect a score, compare the results. But as Colin Auton explains, the numbers are not always as straightforward as they appear. From choosing between 5, 7 and 10-point scales to comparing results across international markets, small decisions in research design can have a big impact on how research […]
Bean Power: why effective campaigns actually change behaviour
Rebecca Harris explores why the best campaigns do more than raise awareness. Using M&S’s Better with Beans campaign as an example, she explains how behaviour change models like COM-B can help brands understand barriers, make action easier, and create campaigns that drive real-world behaviour change.
Why UX Research Needs to Test the Moment, Not Just the Message
Anthony Shephard-Williams explores how UX research must go beyond evaluating individual messages or features, and instead test the full moment in a real customer journey. The blog highlights why timing, context, and user intent are critical to understanding whether experiences truly work. I was recently browsing plants on the mobile site of a very well-known […]
The ballsy pubs saying “no” to the World Cup
Olivia Higson explores why some pubs are choosing not to show World Cup matches, prioritising their regular customers and brand promise over short-term revenue. It’s a lesson in knowing your audience, maintaining trust, and staying true to your brand.
Is Inditex Becoming the New Arcadia? What Zara’s Owner Can Learn from the Last High Street Empire
Rebecca Harris explores what Inditex can learn from Arcadia’s decline, including risks around brand overlap, store estate management, cultural relevance, and reputational responsibilities. She highlights why early signals of consumer disengagement are critical for sustaining high street dominance.
Has the human interface completely disappeared?
Andrew Wiseman examines the rise of apps, kiosks, QR codes, robots, and AI in customer journeys, and why understanding when the human interface still matters is critical for CX design and insight.
Robo-Con. When Humans and AI Collide
Gareth Hodgson reflects on a recent experience during a depth interview when a participant’s responses suddenly shifted, clearly suggesting AI assistance. The blog explores the implications for qualitative research, vigilance, and maintaining data integrity in the age of AI. I experienced a new one this week. The human AI respondent. I’m not talking about an […]
Sometimes Brazil are just Brazil
Andrew Wiseman uses the Scotland vs. Brazil world cup football result to reflect on what public sector tendering can teach agencies about reputation, risk perception, and how to make your approach feel safe and credible – even when competing against organisations with longer track records, bigger teams, or established authority.
Engagement Bait. When being Wrong beats being Right
Gareth Hodgson explores the rise of ‘engagement bait’ on social media – why content that is intentionally wrong, controversial or misleading can often outperform more accurate or interesting posts, and he explains what this means for brand trust, credibility and long-term audience relationships. You’re scrolling through Insta reels, YT shorts, TikToks, Facebook, X posts (probably […]