Category: Customer understanding

person with a cloak in the woods
Blog 

Cloaks, daggers and content shifts: how The Traitors reveals two emerging media trends

Using The Traitors as a cultural lens, this blog explores two emerging media trends set to shape broadcasting in 2026: always-on content ecosystems and authenticity as a premium. It examines what these shifts mean for broadcasters navigating AI-driven change and why human feeling still matters most.
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champagne bottle
Blog 

Champagne sobriety: reflections for brands

In an age of economic stagnation and cultural frugality, consumers aren’t simply spending less – they’re spending differently. From “champagne sobriety” to trading frequency for quality, today’s buyers are polarising their choices, cutting back on the everyday to preserve room for meaningful treats. For brands, this creates a stark challenge: become the smart alternative or earn the right to be the real treat.
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group of people looking at a phone and laughing and smiling
Blog 

The importance of the member feedback loop

The success of any Insight Community relies on trust, transparency and meaningful two-way communication. This blog explores the importance of maintaining a strong Insight Community feedback loop, showing how silence can disengage even the most loyal members. With ten practical steps, this guide helps brands build Communities where feedback drives real change.
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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.
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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.
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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.
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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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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.
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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.
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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.
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