Category: Brand development

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Return on investment or opportunity cost?

Market research ROI isn’t just about revenue gains. It’s about the costly mistakes you avoid. Discover why reframing ROI as opportunity cost could change how you value consumer insight.
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The balancing act between AI advancement and sustainability in research

As AI transforms market research, it's vital to understand its environmental impact. This World Environment Day, we explore the balance between innovation and sustainability – and how researchers can build greener, more responsible insight practices.
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How Pampers cracked the Chinese market (with a little help from sleep and science)

Discover how Pampers cracked the Chinese market with a research-led strategy that turned cultural insight into commercial success. A powerful case study in localisation and market expansion.
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This blog is 100% true (we think): takeaways from MRS 2025

What happens when trust is at an all-time low, misinformation spreads faster than facts, and poor-quality data threatens decision-making? At the MRS Annual Conference 2025, industry experts tackled the evolving nature of truth, the rise of AI-driven misinformation, and why data quality is more critical than ever.
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Liquid Death’s exit from the UK market: a tale of bold marketing, missed opportunities, and cultural missteps

Liquid Death is leaving the UK. What went wrong? From cultural missteps to pricing challenges, we break down why the canned water brand failed to gain traction.
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people walking across the street in China
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The high stakes of expanding without insight

Expanding into a new market? Avoid costly mistakes by learning from Tesco’s Fresh & Easy launch in the US. Discover key lessons and how market research can set you up for success.
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Christmas ads and brand assets: the gift that keeps on giving?

Explore how big retailers like Paddy Power and John Lewis use distinctive brand assets in their Christmas ads to create memorable campaigns.
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AI, partnerships, and insights: what we took away from Quirk’s New York

In July, our team had the opportunity to attend Quirk’s New York and get stuck into two days of networking and listening to some incredible speakers talk about things that matter to researchers. A couple of things that stood out for us at the conference.
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3 actions brands can take to improve consumer financial health

Finances have been at the centre of conversation in the past few years, inflation and the cost-of-living crisis taking space at the forefront of consumers’ minds. Even those traditionally more financially secure are feeling the strain, with financial pressures mounting and maintaining stability becoming increasingly challenging. Finances play a vital role in our overall wellbeing, and with more and more consumers experiencing changes in this area, there is ample opportunity for brands and consumers to act.
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Quirk’s Chicago & IIEX Austin 2024: 3 things we can’t stop talking about

Recently, our Insight Director Steve Becker and Client Director Claire Reid from the New York office hit the road and caught up with industry experts and clients at Quirk’s Chicago and IIEX Austin. In this blog, we’ll take a look at some key takeaways and thoughts they brought back – it’s certainly an exciting time in research and insight.
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