There’s something different about Mustard

Mustard has rebranded and has a new website. This news and blog post explains why.

There’s something new and different about Mustard. Picture the scene. You are looking at a generic meeting room. It’s probably called “Bilbao” or “Helvellyn” or something to artificially try and put the team in a more inspirational place than “Meeting Room 6”.

Market Research & AI: Top 5 Tips

Anthony Shephard-Williams shares his thoughts on how best to deal with change as a result of the emergence of AI tools in the market research industry

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.

Can Black Friday Ever Be Green?

Rebecca Harris, Research Director at Mustard on the harmful effects of Black Friday on the planet, and how retailers are turning towards for sustainable measures.

Winning the Hearts & Wallets of the UK

Mustard’s David Hickson decodes travel and leisure behaviours through 2023 and beyond. Time and money are two of the most precious commodities for UK households. What does this mean for the UK leisure sector, one where consumer spending is (rightly or wrongly) often considered as discretionary?.

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: 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.

AI and the impact on qualitative research

What could Artificial Intelligence do for qualitative research? That’s a big question, to which there are few definitive answers. We decided to put it to the test and find out. Our findings might surprise you… Here is the executive summary from our thought leadership report “Risks, Rewards and the Human Factor – An Experiment in Generative AI and the Art of Qual Research”.

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.