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, […]
The Point Of No Returns? How AI Is Helping to Fix Fashion’s Returns Problem
AI is quietly reducing fashion returns. Drawing on Mustard’s latest retail market research, Rebecca Harris explores how AI-driven fit and visualisation tools are changing behaviour, protecting margins and reshaping fashion eCommerce
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?
Why B2B Research Isn’t Special
B2B research isn’t a different discipline. It’s about understanding people. Richard Walker explains why the same rules apply.
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.
AI Adoption in UK Agencies: 2025
Click to read the latest report on the state of AI adoption within the UK agency sector. The report includes an in-depth analysis of behaviour, readiness and strategic maturity – based on a survey of agency leaders and decision makers.
Christmas 2025: How Britons are making tradition affordable
Mustard’s latest Christmas market research shows 74% of Britons will use at least one cost-saving tactic in 2025 — from strict budgets to discount supermarkets. Richard Walker unpacks the changing festive mindset and what this means for brands, retailers and insight teams.
AI – The emerging force behind Christmas shopping
AI is becoming a real force behind Christmas shopping. Mustard’s 2025 Christmas research shows how UK shoppers — especially younger adults — are using AI for gift ideas, budgeting, price tracking and festive planning.