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 […]
Is Your Brand Tracker Broken? Mustard’s 3 Smart Fixes Inspired by the Ehrenberg-Bass Institute
Is your brand tracker showing strong scores… but weak sales? Mustard’s Claire Borthwick explores how to refresh tired tracking studies with thinking from Ehrenberg-Bass, including CEPs, mental availability, and smart segmentation.