Thinking
Here’s a mainline to what’s been buzzing round our brains. We won’t even charge you for it.
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Can You Afford to Be Considered? What Changing Consumer Behaviour Means for Brand Tracking
Consumer behaviour is changing, but is brand tracking changing with it? Colin Auton explores…
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Why a 7 in One Market Is Not Always a 7 in Another
Rating scales feel simple. Ask a question, collect a score, compare the results. But…
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Bean Power: why effective campaigns actually change behaviour
Rebecca Harris explores why the best campaigns do more than raise awareness. Using M&S’s…
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Why UX Research Needs to Test the Moment, Not Just the Message
Anthony Shephard-Williams explores how UX research must go beyond evaluating individual messages or features,…
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The ballsy pubs saying “no” to the World Cup
Olivia Higson explores why some pubs are choosing not to show World Cup matches,…
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Is Inditex Becoming the New Arcadia? What Zara’s Owner Can Learn from the Last High Street Empire
Rebecca Harris explores what Inditex can learn from Arcadia’s decline, including risks around brand…
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Has the human interface completely disappeared?
Andrew Wiseman examines the rise of apps, kiosks, QR codes, robots, and AI in…
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Robo-Con. When Humans and AI Collide
Gareth Hodgson reflects on a recent experience during a depth interview when a participant’s…
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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,…
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Sometimes Brazil are just Brazil
Andrew Wiseman uses the Scotland vs. Brazil world cup football result to reflect on…
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Engagement Bait. When being Wrong beats being Right
Gareth Hodgson explores the rise of ‘engagement bait’ on social media – why content…
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Why the First 20 Minutes Matter
Andrew Wiseman reflects on how the opening minutes of a survey, like the first…
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From Pints to PBs: What parkrun and HYROX tell us about changing social rituals
Richard Walker looks at how parkrun, HYROX, and padel are revealing new ways younger…
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When More Becomes Less. The 2026 World Cup and Brand Attention.
Richard Walker explores why the biggest World Cup ever raises a bigger question for…
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Teen Social Media: The Next Big Reputational Test for Brands?
Anthony Shephard-Williams explores why the under-16 social media debate is no longer just a…
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Nobody cares about your Cluster Analysis
Richard Walker explores why segmentation success depends less on the perfect statistical model and…
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Why Removing Friction Can Increase Anxiety
Richard Lomax explores why frictionless customer experiences can sometimes make people more anxious, and…
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The £0 Invoice: What Halfords teaches us about Brand Perception
Anthony Shephard-Williams explores how two unexpectedly reassuring garage visits challenged his perceptions of the…
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What a Cocktail Quiz can teach us about Segmentation
Anthony Shephard-Williams reflects on a Turtle Bay cocktail quiz and what it reveals about…
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When Fear Works. And when it Backfires.
Andrew Wiseman explores how fear-based messaging really works. Using Protection Motivation Theory, he shows…
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Close the AI Gap – Or Lose the Customer!
This report reveals how AI is reshaping the fashion shopping experience – and the…
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Just because you can, doesn’t mean you should
Andrew Wiseman uses a Greggs chicken roll to show why market research and product…
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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…
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Travel decisions in uncertain times
Anthony Shephard-Williams reflects on how global uncertainty is reshaping travel decisions - and what…
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Most Brand Collaborations Aren’t Bold. They’re Lazy.
Unexpected brand collaborations often generate buzz, but do they build brands? Andrew Wiseman explores…
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U-Turn if You Want To. How Evidence Is (or isn’t) Used in Politics.
Political U-turns often attract criticism. But what if changing course based on evidence is…
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From Houmous to Motorhomes: what the Inflation Basket really tells us about Britain
Every year, the UK inflation basket is quietly updated to reflect what people are…
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Bridging generations: what channel 4’s Worlds Apart teaches us about insight
What can a travel show teach us about market research? Anthony Shephard-Williams explores how…
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Perception is Reality. A Lesson in Maintaining Brand Strength.
Perception is reality in brand marketing. But what happens when perception and experience drift…
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Don’t Forget the Projectives. Why Projective Techniques Matter in Qualitative Research.
Qualitative research has evolved rapidly, but one of its most valuable tools risks being…
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Benchmarks are B*llocks. Mostly.
Benchmarks are a staple of customer experience and brand tracking programmes. They promise context,…
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10 Market Research Client Personas (And What They Really Tell You)
After thirty years in market research, Andrew Wiseman reflects on the 10 client personas…
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Client-Side Market Research in 2026: The 9 Biggest Challenges Facing Insight Teams
Client-side insight has never been more important — or more stretched. Richard Walker outlines…
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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…
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The WHY behind great place marketing brands
Mustard’s Richard Walker explains why destinations that win focus relentlessly on why they matter,…
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Are Insight Agencies Really Different To Their Marketing Cousins?
Insight agencies often claim to be different from marketing agencies. But as research becomes…
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Why B2B Research Isn’t Special
B2B research isn’t a different discipline. It’s about understanding people. Richard Walker explains why…
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Cultural Relevance Isn’t Luck. It’s Insight-Led.
How do established brands stay culturally relevant without chasing trends? Using Adidas as an…
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Why customer satisfaction is only half the story
Andrew Wiseman reviews the latest UKCSI retail results, and wonders why the focus doesn’t…
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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.…
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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…
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AI Adoption in UK Agencies: 2025
Click to read the latest report on the state of AI adoption within the…
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Christmas 2025: How Britons are making tradition affordable
Mustard’s latest Christmas market research shows 74% of Britons will use at least one…
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AI – The emerging force behind Christmas shopping
AI is becoming a real force behind Christmas shopping. Mustard’s 2025 Christmas research shows…
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Net Promoter Score: Simple. Popular. Misleading?
Net Promoter Score is simple and popular — but does it truly reflect how…
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The UK’s Festive Faves
It’s (nearly) Chhrrriiiiiiiisssstmaaaaaaassssss! And we were wondering which QSR and OTG seasonal releases the…
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Dancing with AI
Mustard’s Gareth Hodgson put ChatGPT through an unusual experiment: predicting the winner of our…
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Why the Ralph Lauren Christmas Trend Really Matters
The Ralph Lauren Christmas trend is more than décor, it reveals what younger consumers…
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The quality crisis in B2B sampling, and why we need to talk about it
B2B research is facing a growing sample quality crisis. When 85% of respondents can…
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Making your insights EVERYONE’S insights
Insight isn’t activated until something changes. At Mustard’s Aura event, researchers from across the…
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Another “banger” or tone-deaf? What Samsung’s dance into Financial Services tells us about brand trust and brand stretch
Samsung is launching a US credit card with Barclays. Is this smart brand stretch…
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The Accidental Billboard Behind a 40p JD Sports Bag
A bright yellow 40p JD Sports bag has become an accidental branding masterstroke —…
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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…
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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…
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Is 2026 the Year of the Segmentation?
Richard Walker explores why 2026 could be the “Year of the Segmentation” — and…
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Talkin’ ‘Bout My Generation
Andrew Wiseman explores what live music audiences reveal about generational behaviour — and how…
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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…
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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…
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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…
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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…
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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…
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Catching the Boomerang: How to Reactivate Lapsed Members with Insight
Richard Walker explores how membership organisations can turn lapsed members into loyal ones again.…
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Spice Up Your Life! What Gen Zalpha is teaching us about bold flavours
What do Spicy Korean BBQ, Maple Bacon Crunch and The Spice Girls have in…
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Beyond the advocacy gap: The surprise of passive brand endorsement
What can NPS passives tell us about brand advocacy? Andrew Wiseman explores why ignoring…
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AI and Critical Thinking: Lessons from a Market Research Apprentice
Jenny Burke, Mustard’s market research apprentice, shares her first-hand experience balancing AI tools with…
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Is Your Brand Tracker Broken? Mustard’s 3 Smart Fixes Inspired by the Ehrenberg-Bass Institute
Is your brand tracker showing strong scores… but weak sales? Mustard's Claire Borthwick explores…
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The evolution of Excel – from Spreadsheets to Smart Apps
Steven Searle explores the evolution of Microsoft Excel - from a clunky calculator into…
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Who’d be a University Marketer in 2025?
Richard Walker examines the perfect storm facing university marketers in 2025 and outlines four…
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87 years of blackcurrantness. How Ribena makes nostalgia meaningful
Richard Lomax thinks about how market research can help brands reawaken dormant loyalty. When…
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Hold my hand… while I go viral
When Jet2’s “Hold My Hand” campaign met viral chaos, a lesson in modern branding…
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Howzat for an average? Lessons from cricket and data analysis
A week in Northumberland, a cricket scorecard, and a reminder that averages don’t always…
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10–20% chance of doom risk: the AI and ethics debate
Fresh from being named an MRS Research Hero, Mustard’s in-house AI expert Anthony Shephard-Williams…
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TikTok: Beauty by Proxy
Beauty brands used to target adult women. But TikTok and Gen Alpha have changed…
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Jellycat’s Elevation Strategy: Brand Masterstroke, or Brand Misstep?
Jellycat’s cult status as a plush toy brand is under scrutiny after recent reports…
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<INSERT NAME> is the BEST/WORST Glasto headliner ever!!!
Glastonbury, Gen Z and the Social Media divide. What did Glastonbury 2025 reveal about…
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How did trailblazer Graze lose its brand health?
Graze was once the go-to brand for health-conscious snackers. But in a fast-evolving market,…
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Brand Perceptions: Lessons in turnaround and failure
Perceptions make or break brands, but they don’t always reflect reality. In this blog,…
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The Paradox of Qual Research at Scale
As part of the MRS Advanced Insights & Analytics Council, Anthony Shephard-Williams led on…
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No such thing as luck in leisure and tourism
Is there really no such thing as luck in leisure and tourism? From booking…
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Cruising for a takeover
MSC Cruises is redefining value in the travel sector. Mustard's Anthony Shephard-Williams explores how…
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Speed Dating for Business (and why I secretly love it)
Andrew Wiseman reflects on a packed day of insight-sharing and speed-networking at the Market…
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Rage against the machine(s)
What can Fantasy Premier League (FPL) teach us about the limitations of AI? Mustard’s…
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Mind the (advocacy) gap: Why a strong NPS only tells half the story
Mustard's Andrew Wiseman explores the real value—and limitations—of NPS in financial services, revealing how…
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Museums + Heritage = 6 Rules to Live By
Mustard’s Hannah Crayk reflects on insights from the Museums + Heritage Show—offering six essential…
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The Functional Food Dilemma: If it tastes rubbish, it fails
From flavour challenges to consumer scepticism, this blog from Mustard's Andrew Wiseman explores what…
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Beyond the Black Mirror
Black Mirror’s ‘Bête Noire’ explores how focus groups can become unpredictable—and even dangerous—when personal…
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Wot makes a brand stretch?
A blog by Richard Lomax, inspired by Wotsits entering the ready meals category, this…
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Are you talking to the right people?
Gareth Hodgson recommends that you should be looking beyond consumers when building your research…
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More Than Money: Why Switching Incentives Work (Even When No One Switches)
Andrew Wiseman’s been thinking about the broader brand impact of switching initiatives. I’ve got…
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Stop the Clock!
Mustard’s Anthony Shephard-Williams on whether it is time to call time out on daylight…
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Are membership organisations in danger of becoming obsolete?
Richard Walker on the role research and insight can play in navigating membership challenges…
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AI and Synthetic Data in Research
Mustard has provided input into the MRS Advanced Insights & Analytics (AIA) Council white…
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Hummus Trucks and Chaos Packaging
Richard Lomax, senior research manager, has taken inspiration from a Hummus Truck and provides…
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AI Will Eat Itself
Or will it? Mustard’s Andrew Wiseman looks at recent disruptions in AI and similarities…
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Insurers need to raise their service game
Despite the focus many insurers have placed on Consumer Duty, satisfaction levels within the…
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New Year, New Me?
Izzy Tooze, Senior Research Executive, on the consumer psychology associated with the start of…
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Unlocking the future of research: key themes from the IIEX AI 2024 Conference
Mustard Director Anthony Shephard-Williams reflects on the key themes from this years IIEX AI…
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Mind the (personal finance) gap!
It’s the season of giving – but at what cost? Managing Director Colin &…
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Rethinking Gen Z: The Moderation Generation
Following on from Rich L’s ‘Festiveness over Fuzziness’ blog (click HERE to read), Associate…
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Who owns Christmas?
Mustard Director Gareth Hodgson discusses who REALLY owns Christmas… When it gets closer to…
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Fast and free: The ongoing dilemma for online retail
Andrew Wiseman discusses this, and other tips for festive success in e-commerce. Let’s face…
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Festive Fizziness Over Festive Fuzziness: Gen Z’s New Take on Christmas Drinks
Senior Research Manager Richard Lomax discusses how generational differences are redefining the season of…
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TikTok Shop: Time to “Sleigh”
Robyn Mason, Research Manager at Mustard, on how the time is NOW for retailers…
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Black Friday is a CON!
Mustard’s Research Director Rebecca Dunn has shared her Five Rules for Retailers to follow…
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Bluesky Thinking
Mustard Director Gareth Hodgson on the launch of Bluesky and what this could mean…
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Did you ACTUALLY research that?
Mustard director – Richard Walker – asks the big question. Did you ACTUALLY research…
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Lessons from Huda Kattan
Senior Research Executive Izzy discusses the importance of transparency for a brand’s success. Anyone…
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Working EVEN BETTER together
It was genuinely fantastic to read about AURA’s new Working Well Together (WWT) Charter…
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Caught red-handed: A tale of ketchup and mustard.
Richard Lomax, senior research manager, shares what ketchup taught him about brand clarity –…
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Maebe Sustainability is the way forward?
Digital Marketing Executive Bruna discusses the launch of Molly-Mae’s clothing line Maebe, and the…
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Mastering the Art of Content
Digital Marketing Executive Bruna discusses learnings after attending an Epic Content Masterclass. On Wednesday…
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Pioneering Change Q&A
In his latest blog, Anthony Shephard-Williams (director) poses 10 questions all things insight community related to…
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Data and the Demise of Creativity
Andrew Wiseman looks at the continued rise of data, and the implications for creativity…
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From Office Chairs to Gold Medals?
Senior Research Manager Joe Stanley discusses why researchers should always dig deeper in their…
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A day in the life of a community manager
Research Exec Izzy provides an insight into our online communities we run here at…
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Panel Data Quality: What your online data collection partners aren’t telling you
In his latest blog, Steven Searle (data operations manager) lifts the lid on his…
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Are Dallas being Cowboys in managing their brand reputation?
Director Colin discusses whether we could learn a thing or two from America’s Sweethearts…
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How we deal with sensitive subjects in insight communities
In his latest blog, Anthony Shephard-Williams (director) explores how ethics plays a pivotal part of the…
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You buy cheap, you buy twice
Data Manager Steven Searle discusses the importance of choosing the right software partner. Choosing…
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Not Strictly Ballroom – Tracking your brand reputation
The seemingly untouchable ‘Strictly’ brand is going through a bit of a crisis at…
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The Best Of times?
I took the opportunity to get my head out of the day-to-day yesterday and…
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Talk is cheap – sample shouldn’t be
Andrew Wiseman looks at the race to the bottom for online sample, and the…
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The era of Taylor Swift inspired Storytelling
A few weekends ago, I achieved one of my bucket-list activities… Going to see…
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Unlocking Insights Beyond Words
In his latest blog, Anthony Shephard-Williams (director) explores how the Mustard team has fully…
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Engaging with LGBTQ+ Communities
As part of LGBTQ+ Month, we wanted to discuss how over the years here…
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Making the Difference to Mental Health
As part of Mental Health Awareness Week , we wanted to discuss how here…
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There’s something different about Mustard
There's something new and different about Mustard. Picture the scene. You are looking at…
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Market Research & AI: Top 5 Tips
Anthony Shephard-Williams shares his thoughts on how best to deal with change as a…
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Unwrapping the Magic: Spotify & Shareable Data
Joe Stanley, Research Manager at Mustard on how Spotify wrapped may have influenced the…
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Can Black Friday Ever Be Green?
Rebecca Harris, Research Director at Mustard on the harmful effects of Black Friday on…
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Winning the Hearts & Wallets of the UK
Mustard’s David Hickson decodes travel and leisure behaviours through 2023 and beyond. Time and…
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Manchester: A Northern Powerhouse of Fashion
Paris, London, New York, Milan. When someone asks which cities rule the fashion industry,…
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Levelling up in Physical Retail
We’re shopping online more than ever before, but many of us would actually prefer…
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Leisure Intentions 2024: Museums & Galleries
Understanding the Leisure Intentions of UK Households. Exploring people’s behaviours, attitudes and future plans…
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Leisure Intentions 2024: The Report
Understanding the Leisure Intentions of UK Households. A summary report into people’s behaviours, attitudes…
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Lurkers, experts and the types of research community participants
In his latest blog, Anthony Shephard-Williams (director) explores the different types of online community…
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AI and the impact on qualitative research
What could Artificial Intelligence do for qualitative research? That’s a big question, to which…
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Risks, Rewards and the Human Factor
An Experiment in Generative AI and the Art of Qual Research. Download our report…
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Higher Education: EVERYTHING has Changed
Mustard’s David Hickson on the strategies being adopted by higher education institutions as they…
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Making the difference to the region’s young people
Mustard is delighted to share the headlines from the 2023 survey on behalf of…
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Weathering the Storm in Higher Education
The Higher Education sector in the UK is facing up to a multitude of…
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Lilt: The totally tropical waste
Andrew Wiseman looks at the decision to axe the Lilt brand, and why we…
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Cutting back: The CoL Crisis and the impact on Grocery Retail
How consumers in the UK are navigating the Cost of Living crisis and the…
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Cutting back: The CoL Crisis and the impact on Financial Services
How consumers in the UK are navigating the Cost of Living crisis and the…
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GM Cancer Alliance: UI Programme Evaluation
What does a successful and effective Cancer User Involvement Programme look like and how…
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Top 10 benefits of using projective techniques in online research
Anthony Shephard-Williams, director, explains how and why projective techniques can supercharge your online communities…
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Don’t talk about ESG
How to engage with UK households on issues related to environmental and social governance
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Manchester Pride: Pride in our Future
This FREE to download report, published by Manchester Pride, provides recommendations for building a…
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Reimagining transport in the West Midlands
Reimagining transport in the West Midlands. A FREE to download engagement summary report -…
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Demand Spaces in Streaming Media
This FREE to download Mustard research report provides advice on how to use a…
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Mapping the Patch: Shelter & Fair Housing Futures Research Report
Mapping the Patch & Tenants Voice Programme - Market Research Summary Report. Shelter needed…
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Top 10 Projective Techniques
Projective techniques are a key tool in qualitative market research for accessing sub-conscious needs,…
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Top 10 qualities required to be a good researcher
It is a question we have been asked before, and one which has been…
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