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 […]
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.
When Fear Works. And when it Backfires.
Andrew Wiseman explores how fear-based messaging really works. Using Protection Motivation Theory, he shows why some campaigns drive action, while others leave people uneasy and disengaged.
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
Client-Side Market Research in 2026: The 9 Biggest Challenges Facing Insight Teams
Client-side insight has never been more important — or more stretched. Richard Walker outlines the nine biggest challenges facing market research and insight teams in 2026, from ROI pressure to AI anxiety, and offers practical ways forward.
The Point Of No Returns? How AI Is Helping to Fix Fashion’s Returns Problem
AI is quietly reducing fashion returns. Drawing on Mustard’s latest retail market research, Rebecca Harris explores how AI-driven fit and visualisation tools are changing behaviour, protecting margins and reshaping fashion eCommerce
Cultural Relevance Isn’t Luck. It’s Insight-Led.
How do established brands stay culturally relevant without chasing trends? Using Adidas as an example, this blog explores why insight—not instinct—is the real driver of relevance.
Why the Ralph Lauren Christmas Trend Really Matters
The Ralph Lauren Christmas trend is more than décor, it reveals what younger consumers crave: nostalgia, comfort and belonging. Mustard’s latest research and analysis explains why it matters.
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.
Is 2026 the Year of the Segmentation?
Richard Walker explores why 2026 could be the “Year of the Segmentation” — and why every organisation should be reviewing how they understand, segment and engage their audiences in an AI-shaped, behaviourally complex world