Bean Power: why effective campaigns actually change behaviour
Rebecca Harris explores why the best campaigns do more than raise awareness. Using M&S’s Better with Beans campaign as an example, she explains how behaviour change models like COM-B can help brands understand barriers, make action easier, and create campaigns that drive real-world behaviour change.
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.
Has the human interface completely disappeared?
Andrew Wiseman examines the rise of apps, kiosks, QR codes, robots, and AI in customer journeys, and why understanding when the human interface still matters is critical for CX design and insight.
Why Removing Friction Can Increase Anxiety
Richard Lomax explores why frictionless customer experiences can sometimes make people more anxious, and how journey testing can help brands understand which moments to remove, and which ones quietly make the difference. The airport car park with no barrier A few weeks ago, I parked at my prebooked Manchester Airport car park. Or at least, […]
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.
The WHY behind great place marketing brands
Mustard’s Richard Walker explains why destinations that win focus relentlessly on why they matter, not what they offer. Working with destination marketing organisations on place marketing briefs is right up there with my favourite projects. Why? Well, that feels like the right place to start. I’m a geographer by training. I love the outdoors. I […]
Cultural Relevance Isn’t Luck. It’s Insight-Led.
How do established brands stay culturally relevant without chasing trends? Using Adidas as an example, this blog explores why insight—not instinct—is the real driver of relevance.
Why customer satisfaction is only half the story
Andrew Wiseman reviews the latest UKCSI retail results, and wonders why the focus doesn’t move beyond satisfaction. When my Retail Gazette daily newsletter dropped this morning, one of the main headlines was that John Lewis has topped the UK customer satisfaction rankings again. Never Knowingly Undersold and all that. Cue the headlines, the applause, the […]
What a waste! We know as much, but Christmas carries on regardless
For most of the year, waste feels unacceptable. At Christmas, we knowingly tolerate it. Andrew Wiseman explores what new Christmas research reveals about sustainability, food waste and festive contradictions.
The curious case of the disappearing social media influence at Christmas
Half of UK adults say social media has no influence on their Christmas food and drink choices. New Mustard Christmas research explores why festive influence is denied, even when behaviour suggests otherwise.