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The100

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A cheat-sheet way to stay on top of the world of market research 

~ pets taken in part-exchange ~

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Latest issue

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

The100: IKEA effects, the voice of reason and pozzy-wallahs

By Alistair Vince | August 5, 2022

Marriages taken in part-exchange The IKEA Effect is an interesting bias whereby we value things that require more effort because we’ve committed something of ourselves to them. In a 2 minute video at the bottom of that same page, Rory Sutherland explains how it can also destigmatize low prices: It’s rather like if you have …

Previous Issues

The100: Logo throwbacks, marketing mistakes and Vikings

By Fran Benoist | January 28, 2022

Have the last laugh The use of humour in advertising has nosedived over the last 15 years. As of 2020 just 34% of adverts were funny or lighthearted, down from …

The100: failed social experiments, 2022 trends (obvs) and rubber fig trees

By Fran Benoist | January 14, 2022

Happy New Year and all that (at what point should we stop saying that?); welcome to another year of poking bears and kicking sandcastles in The100.  Are you sitting comfortably? …

The100 - market research newsletter with a tangy twist

The100: Best of 2021

By Fran Benoist | December 17, 2021

To finish a year that’s gone faster than you can say “8-days-until-christmas”, we’ve gone back into the archives and dusted off the 10 most popular links featured in The100 during …

The100: Mind reading, bias firewalls and the Mars Rover

By Fran Benoist | December 3, 2021

Bias Firewall Martin Agency has published a tremendous tool called The Visibility Brief. The aim of the document is to help us ask better questions, broaden perspectives and do more …

The100: Awkward silences, trendy falsehoods, & Jurassic cats

By Alistair Vince | November 19, 2021

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 …

The100: Budget insights, shorter briefs and knickerbocker glories

By Alistair Vince | November 5, 2021

Everything changes?   BBH labs have analysed consumer behaviours, beliefs and attitudes to see if ‘change’ is really true.  Change is to marketers what lightbulbs are to moths. We fixate upon …

The Burlap King? - (c) Yarkovoy

The100: Syllogistic reasoning, better briefs and the Burlap King

By Alistair Vince | October 22, 2021

Machines need paths With apologies to many out there hanging their proverbial hat on AI, we have read an argument that states AI Is No Match for the quirks of …

The100: Uncertainty testing, impressing strangers & brown sauce

By Alistair Vince | October 8, 2021

Nice egg, Mr Fabergé, but… Rory Sutherland (does it again) on how looking at the parts can destroy the value of the whole:  While more use of data, quantification and …

The100: Sonic extinguishers, supply chains and cheese (of course)

By Alistair Vince | September 24, 2021

Imposter imposters As Tim Minchin said of imposter syndrome:  I know we’ve all got it but it’s a bit boring now […] I don’t know if it’s the most interesting …

(c) ESB Professional

The100: Hedonic adaptation, the curse of knowledge & plastic cheese

By Alistair Vince | September 10, 2021

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 …

(c) Sonsedska Yuliia

The100: Brand purpose, how to remember, and Miami Vice

By Alistair Vince | August 27, 2021

“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.  …

(c) Phive

The100: Productive arguments, lingering fatigue and trailercore

By Alistair Vince | August 13, 2021

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 …

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