From the Tent to the Table: How The Great British Bake-Off is diversifying consumer choices
Izzy Tooze explores how The Great British Bake-Off shapes consumer tastes and normalises niche flavours. From gluten-free to global fusion, she looks at what the show teaches brands — and insight professionals — about changing food attitudes and behaviour.
Clever? Risky? Both? Wizz Air’s Unlimited Experiment
Wizz Air’s new “All You Can Fly” offer isn’t just a travel deal, it’s a brand experiment. Anthony Shephard-Williams explores whether this bold membership model represents clever disruption or calculated risk, and what it reveals about loyalty, belonging and the future of airline marketing
Is 2026 the Year of the Segmentation?
Richard Walker explores why 2026 could be the “Year of the Segmentation” — and why every organisation should be reviewing how they understand, segment and engage their audiences in an AI-shaped, behaviourally complex world
Talkin’ ‘Bout My Generation
Andrew Wiseman explores what live music audiences reveal about generational behaviour — and how understanding Gen Z through behavioural science and behavioural economics can help brands and organisations connect more meaningfully.
Major study of brand-agency relationships launches. Here’s how to contribute.
Mustard has partnered with Brands & Agencies and Agency by Agency to launch the UK’s biggest-ever study into brand–agency relationships — exploring trust, value, and the evolving role of AI in marketing partnerships.
More than just a flesh wound? The dangers of running – and of misinterpreting behaviour
Richard Walker uses an everyday running encounter to remind us why interpreting behavioural data requires context, curiosity and deep insight — not just numbers.
Ultra Processed and Ultra Misunderstood: Why brands can’t afford to sleep on changing perceptions of UPFs
Richard Lomax explores how growing awareness of ultra-processed foods (UPFs) is reshaping consumer behaviour — and what brands can do to stay trusted and relevant.
We used to switch insurance for £20 less. What happens now?
Andrew Wiseman explores what true loyalty looks like in the insurance sector today. Looking beyond renewal pricing, beyond inertia, and towards genuine customer relationships built on value and fairness.
The Science of Brand Naming: Why Great Launches Start with Research
In his latest blog, Anthony Shephard-Williams explores the science of brand naming. He explains why research, not instinct, is the key to launching with impact.
Catching the Boomerang: How to Reactivate Lapsed Members with Insight
Richard Walker explores how membership organisations can turn lapsed members into loyal ones again. With the right research and re-engagement strategies, catching the ‘boomerang’ could be your most effective growth move.