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 […]
From Houmous to Motorhomes: what the Inflation Basket really tells us about Britain
Every year, the UK inflation basket is quietly updated to reflect what people are actually buying. Andrew Wiseman explores why this overlooked dataset offers powerful clues about consumer behaviour, cultural change and the evolving role of market research
Bridging generations: what channel 4’s Worlds Apart teaches us about insight
What can a travel show teach us about market research? Anthony Shephard-Williams explores how customer insight, segmentation and qualitative research benefit from bringing contrasting perspectives together.
Dancing with AI
Mustard’s Gareth Hodgson put ChatGPT through an unusual experiment: predicting the winner of our 2025 Music World Cup. With a 1-in-148,995 chance of success, AI nailed it — raising big questions about predictive modelling, behaviour, and the future of market research.
From the Tent to the Table: How The Great British Bake-Off is diversifying consumer choices
Izzy Tooze explores how The Great British Bake-Off shapes consumer tastes and normalises niche flavours. From gluten-free to global fusion, she looks at what the show teaches brands — and insight professionals — about changing food attitudes and behaviour.