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 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.
Robo-Con. When Humans and AI Collide
Gareth Hodgson reflects on a recent experience during a depth interview when a participant’s responses suddenly shifted, clearly suggesting AI assistance. The blog explores the implications for qualitative research, vigilance, and maintaining data integrity in the age of AI. I experienced a new one this week. The human AI respondent. I’m not talking about an […]
Sometimes Brazil are just Brazil
Andrew Wiseman uses the Scotland vs. Brazil world cup football result to reflect on what public sector tendering can teach agencies about reputation, risk perception, and how to make your approach feel safe and credible – even when competing against organisations with longer track records, bigger teams, or established authority.
What a Cocktail Quiz can teach us about Segmentation
Anthony Shephard-Williams reflects on a Turtle Bay cocktail quiz and what it reveals about customer segmentation, audience insight and making people feel understood
When Fear Works. And when it Backfires.
Andrew Wiseman explores how fear-based messaging really works. Using Protection Motivation Theory, he shows why some campaigns drive action, while others leave people uneasy and disengaged.
Just because you can, doesn’t mean you should
Andrew Wiseman uses a Greggs chicken roll to show why market research and product testing matter. Because what looks good on paper doesn’t always work in reality.
Low-ken-uinely: What My Kids Are Teaching Me About Language, Culture and Better Insight
Richard Walker explores how evolving language is shaping market research and customer insight. As new phrases move from everyday life into qualitative research, they reveal emotion, intent and cultural nuance that add meaning to insight.