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A short, cat-amongst-the-pigeons email review
of market research news(ish), every 2 weeks

- seeds and fertilzer for curious minds -


The100 is not for those who

  • Have fixed opinions
  • Are sans-cynicism
  • Believe the Earth is flat
    (curved edges are OK)

Boring it is not... for most.

baby yawning - from Canva


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Past Issues

The100: Search listening, strategy and Le Whopper

By Alistair Vince | April 3, 2020

This is not a debate Marco Del Valle spent 30 days interviewing some of the best debaters to see how we could improve strategy. Many debaters use the HEEL structure for their arguments, which can also be applied to our own industry: Handle – Your idea in brief Explanation – The insights that support it Examples …

The100: Creativity laws, strategy and marmots

By Alistair Vince | March 20, 2020

Firstly, before we get started, a short notice: if you work with independent qual researchers then please read this – we know things aren’t easy at present, so we’re trying to help where we can. On a personal note, I hope you and your families are staying well. We drink tea and carry on. In bricks …

Ass's head

The100: Powerful videos, the trio of doom, and hypnagogic jerks

By Alistair Vince | March 6, 2020

Knights of conference-style seating For millions of years, humans or even higher primates have sat around in circles to discuss things. There’s a reason we call them the knights of the round table, not the knights of conference-style seating. In this interview, Rory Sutherland addresses the behavioural science behind video conferencing and remote work. Personally, …

The100: Anthropocentrism, the ‘right’ mistakes and monks

By Alistair Vince | February 21, 2020

Monk Mode Modern work is a mess. Or, as Bruce Daisley, ex-European VP of Twitter, would say: modern work is a lie. Just try not to put your neck out as you nod along with everything he says… Open-plan offices have made it harder to concentrate. Email has added an average of 2 hours to …

The100: Starting over, deliberative rhetoric & heartprints

By Alistair Vince | February 7, 2020

I quit By this point in the year many people have waved the white flag to their resolutions. Their hands full of retrieved chocolates. The still squeaking running shoes are just for show. All the while mumbling promises to do better next year. But, if the resolution to quit your day job and set up …

The100: Thinking fast, harbingers of failure & ice cream

By Alistair Vince | January 24, 2020

Trender bender Little known fact: if you laid all the pages of all the 2020 trend reports published to date,  end to end, they would circle the earth. Twice. Helpfully, Julian Cole has kindly pulled together all the relevant PDFs into one handy place. I’m sharing it because I know it will be popular; but …

Best of The100: Strategy, storytelling and leftovers

By Alistair Vince | January 10, 2020

Back in the hot seat. And after a week of not eating leftover cheese and chocolate for breakfast, I’m feeling good. And lighter. For the first The100 of the year, I’ve herded the 10 most popular articles we featured during 2019. It seems readers of The100 are particularly interested in strategy, storytelling, effectiveness and why …

The100:  Behavioural science, Haha, Aha & Cheetos

By Alistair Vince | December 13, 2019

Be a fool Justin Lines spoke recently about how comedians can help us reveal better insights. Because Haha is far closer to Aha than you think. Comedians have to warm up the audience. Not just with a warm-up act, but also with the crescendo of their set. Justin argues that we could do the same …

The100: A.I., Disney’s mindsets and Ben Affleck

By Alistair Vince | November 29, 2019

Behold the Sky Rabbits! (Alleged) AI and some of its applications are snake oil. Sold as a remedy for something-or-other but having no real benefit or worth. That’s what Arvind Narayanan, Associate Professor of Computer Science at Princeton (yikes) thinks. And after reading his accessible presentation entitled How to recognise AI snake oil, I’d be inclined …

The100: dotcom bubbles, newstalgia and plastic elephants

By Alistair Vince | November 18, 2019

Messing with the magic Snip. Snip. Snip. Snip. The slithers of rope tethering online advertising to any form of respectability are gradually being severed. $5 to anyone who can read the (albeit old) eBay case study without shaking their heads. “The experiment ended up showing that, for years, eBay had been spending millions of dollars …

The100: Thick data, the gray tsunami and spirit animals

By Alistair Vince | November 1, 2019

Rebranding data Canvas8 has been asking global tech ethnographer Tricia Wang for her tuppenceworth on why thick data makes big data more valuable. There’s this belief that anything that is measurable is more valuable, but that devalues a large part of human expertise because if it’s not quantifiable, then it’s not valuable knowledge. That’s scary, because …

The100: brand experience, unsung heroes and the 2nd Spring

By Alistair Vince | October 18, 2019

Valuing mental availability Paul Feldwick’s article on how brand experience should not distract marketers from fundamental brand truths has been well shared this week, but it’s a must read. “the most important search engine is still the one in your head” I just adore the William Hesketh (uni)Lever example which shows that things haven’t really changed much …

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