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The100

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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.

The100: Critical ignoring, subject lines and supportive penguins

By Alistair Vince | December 2, 2022

The best of the best Jeremy Bullmore is the mother, father and extended family of all advertising legends. And, luckily for us, he’s released his archive. In amongst the tanzanite is a speech Bullmore gave whilst President of the Market Research Society: Research, of one kind or another, provides the basis for most of the …

Previous Issues

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 …

The100: Timing with toasters, the illusion of certainty & Peppa Pig

By Alistair Vince | July 30, 2021

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

By Alistair Vince | July 16, 2021

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

By Alistair Vince | July 2, 2021

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”

By Alistair Vince | June 18, 2021

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

By Alistair Vince | June 4, 2021

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

By Alistair Vince | May 21, 2021

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.  …

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