Thinking
Whitepapers
Whitepaper
Future Consumer Value:
Why anticipating needs is the only sustainable path to growth
Whitepaper
Growth: Three Ways
Pt. 3 – Growth through Premiumisation
Whitepaper
Growth: Three Ways
Pt. 2 – How to grow through increasing Frequency
Whitepaper
Growth: Three Ways
Pt. 1 – How to grow through increasing Penetration
Whitepaper
How to Create a Winning Customer Strategy
Articles
- Article
EVENT: Forging Perspectives on the climate emergency. ‘Transformative’, ‘inspirational’, ‘terrifying’.
The first in our series of events covering the big challenges affecting us. This one on the climate emergency included Rupert Read, Charmian Love, Hannah Robinson and was hosted by Simon Garnett of The Forge.
- Article
Making trends sticky: three billion media impressions and counting
When Unilever Food Solutions approached us to create a thought-leadership report that would raise brand awareness and, by exciting chefs about the opportunities offered by plant-based foods, help to move the world towards a more sustainable future, we were delighted to be involved.
- Article
Could this be why your attitudinal segmentation isn’t working… and is ‘reverse’ segmentation the answer?
We sometimes get to work with insight professionals who have been disappointed by previous investments in segmentation. We have a hypothesis about why this happens and, based on this, we’ve been using an approach – reverse segmentation – that reduces the risk and maximises the return.
- Article
How to get more from your Demand Spaces
In categories like FMCG, the uptake in demand spaces has been so near complete that clients are no longer asking how to create them but looking to understand how to get more out of them.
We explore the options in the following article.
- Article
Better addressing identity
We recently worked with an FMCG client to understand how the attitudes, motivations and needs of a specific identity group influenced behaviour. The findings were not completely as expected.
- Article
Too Much Information, Not Enough Insight?
The rapid recent rise in online tools gives us information more quickly than ever before. So why then are we seeing more clients suffering from information-overload - more and more data with fewer and fewer insights?
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Is There Still Demand for Demand Spaces?
Used correctly, Demand Spaces can be an incredibly effective tool. In this post, we’ll discuss what they are, how they are frequently misapplied, and how we might use them in the future.
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Fewer, Bigger, Better. Why a Strategy is Your Best Tactic
Covid-19 accelerated changes in consumer behaviour; businesses have had to deal with all of this against a backdrop of fewer resources and significant cost pressures. How well they bounceback will depend on how well they can focus on a clear strategy.
- Article
How to Create a Customer Strategy in 8 Steps
Extracted from our whitepaper How to Create a Winning Customer Strategy, and brought to life with instructional how-to videos and examples from the world’s most famous brands, this blog sets out the 8 simple steps.
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