fiction

Unwrapping the Magic: Spotify & Shareable Data

Joe Stanley, Research Manager at Mustard on how Spotify wrapped may have influenced the way we present data. It’s the most wonderful time of the year. No, not Christmas… Spotify Wrapped season! Not, “what did you get for Christmas this year?” but, “who were your top artists this year?”. More “what were your top 5 songs?” than “what are your top 5 Christmas dinner foods?”. That time of year where we get to see (and judge!) what everyone’s been listening to most. I love it. And I love that it is something that others enjoy sharing across their channels to give all their friends, family and followers a little window into their life.

Levelling up in Physical Retail

We’re shopping online more than ever before, but many of us would actually prefer to shop in-store. At a time when many retailers are expanding their store estate, we highlight five things that they must do to thrive in bricks & mortar.

Leisure Intentions 2024: Museums & Galleries

Understanding the Leisure Intentions of UK Households. Exploring people’s behaviours, attitudes and future plans – and the implications for cultural destinations and the wider leisure sector. In Summer 2023, Mustard conducted a survey with a sample of n=638 UK consumers aged 18+. We set out to understand how consumers in the UK are navigating the cost-of-living crisis and the implications for the leisure and tourism sector in terms of attitudes, current behaviour and future intentions.

Leisure Intentions 2024: The Report

Understanding the Leisure Intentions of UK Households. A summary report into people’s behaviours, attitudes and future plans – and the implications for attractions and the wider leisure sector. Time and money are precious commodities. The UK leisure sector must embrace up-to-date consumer and market insight to remain at the forefront of what are exceptionally crowded consideration sets.

Lurkers, experts and the types of research community participants

In his latest blog, Anthony Shephard-Williams (director) explores the different types of online community research participants he has encountered. Over the last decade Mustard has conducted hundreds of online research community projects, giving us access to (and a better understanding of) the lives of many thousands of research participants.

Higher Education: EVERYTHING has Changed

Mustard’s David Hickson on the strategies being adopted by higher education institutions as they seek an antidote to the ‘perfect storm’. When the then Education Secretary Nadhim Zahawi announced in March 2022 the Government’s proposed crackdown on “Mickey Mouse” degrees and a requirement for HEIs to publish drop-out and graduate employment rates, it felt like yet another blue touch paper was being lit within the UK’s already besieged HE sector.