Why The Traitors Shows Us That Customers Aren’t Always Right
The Traitors offers a surprisingly good lesson in customer behaviour: people don’t always believe the evidence in front of them. Olivia Higson explores what this means for customer research, from confirmation bias to the gap between what people say and what they actually do.
The Value of Getting a Little Bit Lost for a While
What can getting lost teach us about qualitative research? Richard Walker explores why the best insight can come from leaving enough room to discover what you weren’t expecting.
Activation Starts Before The Brief
A final debrief is not activation. Andrew Wiseman explores why turning research into action starts before the brief, with decisions, stakeholders and implementation considered from the outset.
Your Segmentation is on the Shared Drive. Now what?
Andrew Wiseman explores why even statistically robust customer segmentations can fail to create impact, and why successful segmentation depends on purpose, stakeholder engagement, activation and turning insight into action.
Are Researchers a Bunch of Snobs?
Andrew Wiseman asks whether market researchers have become too obsessed with the latest shiny methodology. From AI and gamification to focus groups and telephone interviews, he explores why the best research method is the one that answers the question, not necessarily the one that looks most innovative
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?
9 Signs Your Customer Segmentation Is Outdated
Most organisations invest heavily in customer segmentation, but even the strongest models lose relevance over time. Richard Walker explores nine warning signs that your segmentation may no longer reflect how customers behave today, from changing digital journeys and AI adoption to declining internal engagement and strategic usefulness. Customer behaviour changes over time. We all know […]
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 […]
Is 40 Enough? Why There’s No Magic Number for Sample Size
Anthony Shephard-Williams explores one of the most common questions in research: how many people do we need to speak to? He explains why there is no magic sample size, why bigger is not always better, and how the right approach depends on the decision you need the research to support. One of the questions we […]