Category: Customer understanding

crowd of people walking on the street in China
Blog 

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.
orange chevron
conference speaker and screen in a room full of people
Blog 

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.
orange chevron
Liquid death can
Blog 

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.
orange chevron
people walking across the street in China
Blog 

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.
orange chevron
chirstmas present wrapped near christmas tree
Blog 

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.
orange chevron
two watermelons on a beach towel on a beach
Blog 

It’s holiday season – or is it?

With fewer Brits packing their bags,how can travel brands stay ahead? Here are three strategies to connect with today’s cost-conscious holidaymakers.
orange chevron
traffic lights in a big city with skyscrapers at night
Blog 

What next? Musings and predictions on what insight industry hot topics will be in the next 12 months

We recently returned from Greenbook’s Insight Innovation Exchange in Amsterdam with heads buzzing and the customary ‘sum up the best bits in a blog’ on our to-do lists. However, a couple of weeks later, that (canal) boat has sailed – post-conference wrap-up posts have been done to death - and instead, what we’re actually scratching our heads about is ‘what next?’. So, here are our predictions for the hot topics that we’ll all be talking about in the coming year.
orange chevron
person voting in the uk election
Blog 

Brands need neutrality not cheap laughs to engage consumers this general election

As we head ever closer to this summer’s snap general election, our survey of 500 UK consumers shows that brands may have an important role to play here. But this role is changing… It’s clear the mood has shifted, and consumers no longer appreciate or want brands to simply make them chuckle at politicians’ expense. They now see it as a civic duty for brands to help get the voting public to actively engage with the process.
orange chevron
big screen with event presentation and banner on the side in a cinema room
Blog 

Customer-centricity: Fresh perspectives and approaches

Recently, we hosted an inspiring in-person event in Leeds, where senior insight and marketing professionals gathered to delve into the concept of customer-centricity. This event provided a platform for industry leaders to share their diverse perspectives on what customer-centricity means to their organisations and to explore its critical importance in today's competitive market. In this blog, we distill some of the key messages and profound revelations that emerged from the exchanges between our speakers and the audience. 
orange chevron
New York buildings in an early evening
Blog 

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.
orange chevron