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Why is objective, quantitative shopper data in proposals and plans so important?

By | 2019-01-23T15:00:47+00:00 January 23rd, 2019|Views and insights|

We may not like to think about it, but as humans, we are all subject to a range of unconscious biases. These get in the way of our rational decision making so that we often end up with worse outcomes than we should. Clear, unambiguous, quantitative data, well explained can overcome these “gut feel” problems.

10 things that annoy me in data discussions

By | 2019-01-17T13:28:02+00:00 January 17th, 2019|Views and insights|

I spend my life in data. I love it. Give me a fact versus a guess any day of the week. I know I may be in a minority in that regard, but I think marketing should be a balanced synthesis of science and art. As a musician, I know and love art. Art is most

Three take outs from the “Shopper Brain” Conference, Amsterdam

By | 2018-11-27T14:52:23+00:00 November 27th, 2018|Views and insights|

The recent “Shopper Brain” Conference in Amsterdam saw the gathering of “neuro marketers” from around the world. Essentially these are the people in our Industry that are trying to uncover and then exploit the way consumers/shoppers brains respond to stimuli, rather than just focussing on the reactions of human beings’ 10% of conscious thinking. My first learning

Shopper Insights shouldn’t be controlled only by the big guys

By | 2018-11-14T11:10:20+00:00 November 14th, 2018|Views and insights|

Insights are the new currency in Packaged Goods. As the squeeze on space, the proliferation of promotions and the advance of omnichannel make selling tougher and tougher; one resource will help you meet your goals. Insight has become the currency of the conversation with your buyer. It's about bringing a superior understanding of the shopper.

What exactly is Shopper Research for?

By | 2018-10-23T10:42:51+00:00 October 23rd, 2018|Views and insights|

Sometimes I think we in market research can get far too excited about our lovely data and the fascinating things it can tell you but don’t spend nearly enough time walking in our clients’ shoes thinking about improving sales. For sure, there can be a lengthy pathway between any data and the business outcome. And

Fundamental insight conundrum: where to draw the line between simplicity and depth in making your argument or getting your idea across in ppt?

By | 2018-09-20T12:21:36+00:00 September 20th, 2018|Views and insights|

A presentation inspired me by Madhumita Chakraborty from Pepsico who explained their “One thought per chart” philosophy for insights into their business. I liked the idea that the presenter has to have the discipline to know (and stick to) what the single “take out” has to be from any ppt slide. At least that sets

What is AI and what does it mean for market research?

By | 2018-09-14T09:35:52+00:00 September 14th, 2018|Views and insights|

I was at the “StockTech” conference in Stockholm this week, and lots of the talk was about AI. Input from lots of gaming companies, Google, startups, and many other people in jeans and sneakers. Wasn’t my usual habitat but exciting to see just what’s around the corner in many business sectors.  I thought I would