What happens when Primark stops being a day out?
Primark is going online. But could making it easier to shop also make it less of a destination? Rebecca Harris explores what Primark’s move into home delivery could mean for shopping behaviour, impulse purchases and the physical retail experience.
Morrisons’ AI Smart Trolley: The Road to Victory or a Preston Dead End?
Morrisons is trialling an AI-powered smart trolley in Preston. Gareth Hodgson asks a more fundamental question than whether the technology is clever: does it actually solve a problem customers care about, and could it deliver a genuinely differentiating and commercially scalable proposition?
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 […]
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.
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 […]
Beyond the advocacy gap: The surprise of passive brand endorsement
What can NPS passives tell us about brand advocacy? Andrew Wiseman explores why ignoring 7–8 scorers in customer research surveys could mean missing hidden customer endorsements.