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.
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.
Making your insights EVERYONE’S insights
Insight isn’t activated until something changes. At Mustard’s Aura event, researchers from across the North explored why activation succeeds, why it fails, and how teams can turn insight into action through better briefs, earlier stakeholder involvement and a mindset that puts behaviour change at the centre.