Good segmentations are costly, complex and constantly refined undertakings: multi-disciplinary, multi-agency, multi-methodology. So they must be right.

But in many ways the lack of science or real laws in marketing tempts us to give segmentations more credibility than they sometimes deserve.

Market research is a lot like quantum mechanics. Just when you think everything seems to be moving in the right direction in a big chunk, when you look at it in nano, it isn’t really.

Being nominated by our clients for the 2nd year in a row for this award is the result of a huge collaborative effort and our simple approach to success. We believe the key is in working closely with and listening to our clients – using our shared learnings to evolve better solutions.

Our recent and successful “Watch Kids Think” research revealed what I thought was an incredible observation.

Boys aged 10-12 around the world have been throwing LYNX into their trolley when given the freedom to choose any personal care product.

And I mean any product.

Over the past 5 years we have been working with hundreds of Global insights folk from the Worlds largest FMCG organisations. These people are charged with making their organisation closer to consumers. Globally.

I went to the MRS Impact 2016 event last week in London. I hadn’t been before so didn’t know what to expect – I admit to a little bit of skepticism before I walked through the doors on Tuesday morning. The below is a summary of some key findings/thoughts as well as some things I learnt which I will be bringing into the organization.

They won’t go away it seems. So for the latest of our shopper film series we wanted to find out more about them now.

Trends 2016: Predictions vs Reality. How well are 2016 market research company predictions translating to consumer actions?

It may sound like an over reaction but if you seriously want to offend me, using the “V” word and Watch Me Think in the same sentence is a pretty good starting point.