The100: Algospeak, logo debranding and polite elephants

Context is everything  Adam Ferrier writes about why creativity always loses the battle against indifferent consumers.  If you (or your company) pre-test creative work you need to read this. In fact, you need to read it anyway, especially if you use focus groups.   While we’re strong advocates of research and the commissioning of qualitative and …

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The100: Clients vs agencies, reality checks, and pillow fights 

Ask-a-Researcher Is there a better combination than when something is both useful and fun? Didn’t think so.  That’s why we asked a few of our researchers (who have walked the hallways of Cadbury, Kraft, Mondelez, Fonterra, PepsiCo, Unilever and Alberto Culver) to discuss some topical research related questions. Kind of like an advice column for …

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Insight Led Consumer Closeness Programmes

(It’s about winning, not the taking part) *(47 year old man makes meme – my apologies) Consumer closeness projects aren’t just about watching or speaking to people on video.  There, I said it.  You may be surprised to hear that from me, as a founder of a video based market research company, but after running …

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The100: Data visualisation, designed systems, and marble runs

Ear candy The Right Honourable Lord of Marketing, Russell Davies, was interviewed as part of Google’s excellent Firestarters series. On data, he said (45:00):  “The data gold rush era is declining. We’ve never had more data about our customers and we understand them less and less […] People with intuition and empathy will get disproportionate …

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The100: Storyhunting, the future of work & research bashing

De/Im-parting wisdom Tom Callard (soon to leave advertising agency BBH) wrote about the 50 things he’s learned in ad agencies. The whole list is great, but my highlights are: Trust your gut, but also try to prove it wrong.  Hunt for revelations, not ‘insights’ (thanks Richard Huntington). The consumer might not give you the answer, …

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The100: Awkward silences, trendy falsehoods, & Jurassic cats

The Effect bias I made that name up to describe my predilection for this wonderful clickable diagram of cognitive effects, biases and fallacies. A particular rabbit hole for me was the top right quadrant of too-much-information. Are you average? Apparently the average professional spends 21.5 hrs per week in meetings? Up from 14.2 pre-pandemic. Crikey. …

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“Give me less analysis, make me do more work”

Said no-one. Ever. (To me anyway.) That’s why I don’t believe that clients are suddenly finding themselves with more time, or have a desire to do all of the analysis themselves. I believe they want opinions and recommendations based on high quality, truthful insights from their peers.  Yet there is this constant drive towards DIY …

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