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 […]
Why a 7 in One Market Is Not Always a 7 in Another
Rating scales feel simple. Ask a question, collect a score, compare the results. But as Colin Auton explains, the numbers are not always as straightforward as they appear. From choosing between 5, 7 and 10-point scales to comparing results across international markets, small decisions in research design can have a big impact on how research […]
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 […]
The ballsy pubs saying “no” to the World Cup
Olivia Higson explores why some pubs are choosing not to show World Cup matches, prioritising their regular customers and brand promise over short-term revenue. It’s a lesson in knowing your audience, maintaining trust, and staying true to your brand.
Is Inditex Becoming the New Arcadia? What Zara’s Owner Can Learn from the Last High Street Empire
Rebecca Harris explores what Inditex can learn from Arcadia’s decline, including risks around brand overlap, store estate management, cultural relevance, and reputational responsibilities. She highlights why early signals of consumer disengagement are critical for sustaining high street dominance.
Mustard Appointed by Bongo’s Bingo to Deliver Audience Segmentation and Growth Research
Mustard has been appointed by Bongo’s Bingo to deliver audience segmentation and growth research, exploring motivations, behaviours, and emotional needs across different audiences and occasions to inform marketing, CRM, and growth planning.
Why the First 20 Minutes Matter
Andrew Wiseman reflects on how the opening minutes of a survey, like the first 20 minutes of a football match, can reveal friction points, early signals, and opportunities to optimise quantitative research before it’s too late.
When More Becomes Less. The 2026 World Cup and Brand Attention.
Richard Walker explores why the biggest World Cup ever raises a bigger question for brands, media owners and experience-led businesses: does more content really create more engagement, or do audiences need a clearer reason to care?
Teen Social Media: The Next Big Reputational Test for Brands?
Anthony Shephard-Williams explores why the under-16 social media debate is no longer just a platform or policy issue — and why brands need to understand the permission boundaries around youth marketing, trust and responsibility.
Why Removing Friction Can Increase Anxiety
Richard Lomax explores why frictionless customer experiences can sometimes make people more anxious, and how journey testing can help brands understand which moments to remove, and which ones quietly make the difference. The airport car park with no barrier A few weeks ago, I parked at my prebooked Manchester Airport car park. Or at least, […]