Category: Customer understanding

Bridging the empathy gap for neurodivergent customers

Well-intentioned language doesn’t always land as intended, particularly for neurodivergent audiences. This blog explores how inclusive market research can uncover empathy gaps and improve trust, clarity and customer experience. Discover practical ways insight professionals can design research that works better for everyone.

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.

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.

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.

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.

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.

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.

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.

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.

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.