How we
do it

You don’t make the difference by using templated generic solutions. You do it by customising the BEST approach from a broad set of specialist capabilities.

Your organisation, your audience, your objectives, your budget and your strategy are all unique to you. Your research methods should be too. We make sure it is.
dangling legs
group of people

we explore

Sometimes you need to get closer to people and find out how they think and behave, and why. When you need to uncover something. When you need to understand something. When you need to explain something.

Sometimes you need to see what people think when you’re trying to create something. Or develop something. Or launch something.

We’ll build the best approach from our immense qualitative expertise to explore what you need.

(In case you were wondering, this includes online insight communities, focus groups, online groups, depth interviews, vox-pops, video diaries and ethnography).

see what they say...

“The insights generated have provided us with a genuine springboard from which to take what we do here and how we do it to an entirely new level.”

Group Head of Marketing

“They helped us to get a really deep understanding of our consumer, from how they shop to how they perceive brands in the category. The insights have made a huge difference across our business.”

BFree Foods
Marketing Manager
“Mustard were about to distil a large amount of observational research into a succinct set of customer needs which they communicated in a clear yet insightful way.”
GE Healthcare Life Sciences
Strategic Marketing Manager

we measure

You can make strategic decisions on a hunch or a whim. You can also base them on statistically valid evidence. Guess which we recommend?

We use quantitative data to provide our clients with accurate insight about their audience, brand, experience and products. We help them make confident decisions and then track the impact over time.

When we’ve done quantitative research, we’ve used online & mobile surveys, CATI and CAPI. I’m sure that didn’t blow your mind. What might blow your mind though is what we do with the data we collect.

We use theoretical models and advanced analytical methods to go beyond the headline numbers and provide difference making insight.
Asset 55@2x

“The tracker has become a vital tool and provides a significant level of market intelligence which regularly informs our marketing campaigns and the development of products and services within the TPT portfolio.”

TPT Retirement Solutions
PR Manager

“Mustard designed a survey for us that allowed the business to get to the heart of consumer decision making, in particular triggers and barriers to visiting along with customers’ views on our operating model.”

Mod Pizza
Finance Director

“They helped us understand where, when, how and why young people access age restricted products and bring those rates down”.

Trading Standards NW
Regional Coordinator

we activate

You’re spending money on research because you want to use it to do <something> better. You’re not just looking for interesting information.

We give you a clear understanding and direction based on the most important insight. We have an opinion. We give you savvy, confident and real recommendations.

We use a storytelling approach to present this clearly, directly and visually, making it easy to digest and share.

We do more than PowerPoint. We use video and animate. Interactive debriefs and workshops are part of our process to get stakeholders working with the insight to develop actions and ideas.

“We have now started working with Mustard, and the difference is palpable. Mustard’s outputs make sense, are easy for me to share, and are interesting to talk about.”

External Affairs Manager

“They clearly identified the issues to address and we were able to quickly act on their commercially savvy recommendations to grow market share by 10%.”

Home Instead
Head of Marketing (UK)

“We particularly like the 6 monthly feedback workshops… This has led to some significant improvements in Adra’s customer satisfaction results, something we are really proud of.”

Director of customers and communities
Making the Difference

“Mustard undertook an independent evaluation of our MHA Communities services. They worked with us to create an innovative and customised evaluation plan… Mustard were creative and responsive, whilst maintaining a very practical focus on the outputs we needed. We have used the findings widely across our organisation... The project delivered above and beyond our expectations in terms of understanding how MHA Communities makes a difference to people’s lives – and crucially in giving us the independent evidence we needed to prove this to external funders and commissioners.”

Director of Communities
Making the Difference

“I have enjoyed working with Mustard across multiple roles, and I trust them implicitly to do a good and thorough job. The team are knowledgeable, and great at digging out the juicy detail that can make the difference between just research findings and real game-changing insights. The segmentation Mustard delivered resonated across the whole of British Triathlon. We have been using the personas that Mustard developed to revamp our membership proposition based on the needs and motivations of the different audiences.”

British Triathlon
Head of Membership