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.
Mustard Appointed by Bongo’s Bingo to Deliver Audience Segmentation and Growth Research
Mustard has been appointed by Bongo’s Bingo to deliver audience segmentation and growth research, exploring motivations, behaviours, and emotional needs across different audiences and occasions to inform marketing, CRM, and growth planning.
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, […]
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.
Close the AI Gap – Or Lose the Customer!
This report reveals how AI is reshaping the fashion shopping experience – and the implications for retailers. The report – based on Mustard’s NatRep survey of n=1,000 UK consumers – reveals that consumer expectation of AI in fashion retail are rising. Our exclusive market research also shows there are clear unmet needs for fashion retailers […]
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 […]
Are Insight Agencies Really Different To Their Marketing Cousins?
Insight agencies often claim to be different from marketing agencies. But as research becomes commoditised, where does the real difference actually sit?
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.