The100
A cheat-sheet way to stay on top of the world of market research
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Latest issue
✋ Warning: The100 is not for those of a fixed opinion. Or ostriches.
Contrast, not constant Certainly we are evolutionarily wired to notice contrasts, not constants. Been lucky enough to go on holiday this year? Wanted to stay there forever? Well, apparently, that’s not advised. Without any contrast you won’t savour it as much, because you will adapt to the hedonism. Rory Sutherland (via one Mr D Kahneman, …
Previous Issues
The100: Brand purpose, how to remember, and Miami Vice
“The Danger of a Single Story” The copywriter who just keeps on giving: Dave Trott again with a brilliant piece directly related to empathy: We are not the target market. …
The100: Productive arguments, lingering fatigue and trailercore
In praise of terrific arguments We shouldn’t avoid robust, passionate, biased argument. In fact, under the right conditions, it can be the fastest route to truth. A good scrap can …
The100: Timing with toasters, the illusion of certainty & Peppa Pig
Expressed user need This 101 on user needs is excellent. It contains (and links to) all you need to know. The test to see if you’ve found a valid user …
The100: saying vs doing, video essays and barking for yourself
Are you a hanger or a dumper? Richard Shotton features on The Day One podcast. He’s discussing his 3 worst insight industry pet peeves (the myth of the public trust …
The100: Visual thinking, Hotelling’s law and perfectionist narratives
Painting with numbers Hannah Fry discusses visual thinking. It’s fascinating how it can reveal what would otherwise remain invisible, how it can have a profound effect on the way we …
The100: Smorgasbords of blandness, jingles & a helping of “I don’t care”
The pig in the python is passing through You’re no doubt aware that we’re all ignoring “the most valuable generation in the history of marketing”? So which of these do …
The100: Insider-outsiders, geriatric millennials and conversational gambits
When the numbers don’t add up (on their own) Among the many problems with the world? Our tendency to favour analysis of hypotheses over an open, unbiased mind and inquisitiveness: …
The100: Marketing myopia, mirror neurons and Posh Spice
The over-focus on the present The right honorable gentleman, Tom Roach, has written a stupendous piece on whether marketing is losing perspective. No guesses as to what his answer is. …
The100: Improving focus, the world’s oldest companies and Boris Becker
In the spirit of a New Mexican monk Email has long siphoned my focus into a cavity of distraction. Yet I’m not convinced that burning my inbox is the sea-parting …
The100: Brand health, the end of averages and cargo cults
The world’s biggest database of human intentions The Parish of Brand Tracking uncorked a new metric late last year: Share of Search. Les Binet convincingly explains that share of search …
The100: Acquisitions, artaraxy and nuns’ brains
$1.85 gold filled spectacles Amazon is often served dishes of disdain in response to their in-house brands, with Peak Design’s 90 seconds of (understandable) snark being a recent example. Yet, …
The100: Slow-motion multitasking, faster horses and dreamscapes
I sent a researcher to 1890 The misuse of the Henry Ford ‘faster horses’ quote has long rumpled my stiltskins. All too often it’s oversimplified and used to pooh-pooh the …
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