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The100 - market research newsletter with a tangy twist

The100: A cheat-sheet way to stay on top of the world of market research*. Served with sprinkles on top every 2 weeks.

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Latest issue

✋ Warning: The100 is not for those of a fixed opinion. Or ostriches.

The100: Creativity conditions, the culture myth and Norwegians

By Alistair Vince | September 18, 2020

Best of both(ism) If you’ve ever been accused of sitting on the fence, here’s your splinter edged comeback: you’re applying bothism. Duh. Bothisms: The rare capacity to not only see the value of both sides of the story, but actively consider and then co-opt them into any subsequent marketing endeavour in an appropriate mix. The …

Previous Issues

Fruit bat (c) By Subphoto

The100: Inclusive design, insight pitfalls and dancing bats

By Alistair Vince | September 4, 2020

“The future looks faster, nearer, meaner” Grant McCracken has mapped 250 things that he thinks could transform us. We have to see things early, when they don’t really look like …

wine window

The100: PowerPoint laws, negotiation tips and wine windows

By Alistair Vince | August 21, 2020

No pies, no 3D Every year I include an article or two about PowerPoint and every year it’ll be the most clicked. Who am I to ignore such strong appetency?  …

The100: Brand cannibalization, choosing a project and James Bond

By Alistair Vince | August 7, 2020

Time = Memory How is it that the days drag, yet the weeks pass faster than you can say “20 Fridays until Christmas”? Well, because it’s Quarantime, the explanation of which …

Teminator - (c) Usa-Pyon / Shutterstock.com

The100: Right answers, messy middles and 3rd order island

By Alistair Vince | July 24, 2020

Research: using it properly His [Dave] Trott-ness tells the tale of the Indian Mongoose brought in to control the rats in Hawaii. He says it was the right answer to …

Back in the USSR

The100: Brand purpose, prediction addiction and back in the USSR

By Alistair Vince | July 10, 2020

The benefits of foresight? Do predictions become self-fulfilling prophecies? Does this make predictions dangerous? Should we stop making predictions? Will I ever stop asking so many questions? (I hope not.) …

The100: Behavioural economics, aspiration windows and The Codfather

By Alistair Vince | June 26, 2020

The aspiration gap Yup. They’ve done it again. Reach Solutions, whose previous white papers Gut Instinct and The Empathy Delusion made many a marketeer mop their brow, are back making us feel …

Sagrada Familia Cathedral

The100: Cathedrals, scarcity heuristics and sucking sounds

By Alistair Vince | June 12, 2020

When you’re last, make it a race to come first Mr D Trott esq has a knack for finding anecdotes around people solving problems in unusual ways. Here’s his tale …

The100: Creativity conditions, ambiverts and poolside.fm

By Alistair Vince | May 29, 2020

Are you a Monica or a Ross? A Hufflepuff or a Ravenclaw? We like to put ourselves into brackets. Be it as characters in TV series or movies; in colours, …

The100: Questions, presentations and shampoo bottles

By Alistair Vince | May 15, 2020

Most of the world doesn’t think like you Chaz Wigley, Chairman of BBH Asia, has listed 100 lessons learnt over his career. I love this. So many gems. Here are …

The100: Impression amplifiers, space/s and Animal Crossing

By Alistair Vince | May 1, 2020

McClaren | Global management consulting Why do companies and governments call on McKinsey when they could call on McClaren? So asks Rory Sutherland in a typically brilliant piece for the Spectator. “The …

Donald Rumsfeld - the100

The100: Pneuma, unknown unknowns and batty geniuses

By Alistair Vince | April 17, 2020

Advertise or not to advertise There’s much debate about whether budgets should be cut. Do we market (research) our way out of this crisis or is everyone right to stop? …

Burger

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 …

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