Viewpoint

Modern Dad: A misrepresented man?

Much has been made in the recent marketing press of the role of mum. Research studies conducted by Unilever and Mumsnet with Saatchi & Saatchi unpick what it means to be a mum today and in doing so, paint a picture of a hugely diverse group of women whose individual needs are not being well… Read more »

Is it time to revisit your ABCs?

The social grading classification system was launched by the National Readership Survey in 1956 and to quote them “has been the research industry’s source of social grade data for over 50 years”.  Quite right.  We are all too familiar with the ‘BC1’ or ‘C2D’ letter sequences on research briefs.  But are we so familiar with… Read more »

Times are changing…

Traditional wisdom says that focus groups happen in the evening – ‘after work’ – when people can freely give their two penn’orth on everything from credit cards and cupcakes to washing machines and food on the move. But is ‘after work’ really the best, or most relevant time to carry out research these days? When… Read more »

It’s time to take plastic off the menu

Sir David Attenborough has always been on my celebrity dinner party list, and I’m thrilled by his return to the BBC for Blue Planet II. I’ve been marvelled both by him, and by the oceans beyond our more familiar shorelines. As magical as the marine life and cinematography is in the new series, within the… Read more »

Millennial Schmillennial… It’s time to move on!

So much has been written about the Millennial generation, yet it seems that they are still very misunderstood.  On the one hand, Millennials are all mobile phone addicts who are selfish, lazy and not willing to work hard.  On the other, they are confident influencers who are entrepreneurial, educated, and open-minded.  So, what gives? I… Read more »

Understanding humans needs a human touch

The market research industry today is unrecognizable from the industry it was a few years ago. In many ways, the art of understanding people has been made easier through technology and there is much talk in the media of brands turning increasingly to automated research to improve efficiency and accuracy of information. If this is… Read more »

Millennials to place CSR at the forefront of business objectives

Corporate Social Responsibility (CSR) is a big buzz topic in contemporary business, and with the gross value of ‘matters CSR’ worth £76bn in the UK alone, it’s clearly an important commercial focus. We have seen a rise in people taking an active interest in the ethical practices of the companies they buy from; there’s active… Read more »

Eye tracking : Are you making the most of technology to add value to your qualitative research?

Eye tracking is a great way to maximise your research budget and understand the moment of truth; here are some of our observations from recent eye tracking projects that we have completed on what it can help you achieve. It take shoppers between 80-200 milliseconds to process what they’re looking at, and only a few milliseconds to forget what they… Read more »

What’s next? Building strategies for growth

They say that a week is a long time in politics, and the past 4 weeks have certainly been testament to that. Now the dust is beginning to settle on the referendum result, and the new political landscape is unfolding, our clients are starting to consider the implications that Brexit will have for their business…. Read more »

Living with Gen Zedders and the Vlogger Revolution

When we gave our Lunch & Learn talk last year on Generation Z, little did I know that one year on, I would be living the findings of that research. I am learning very quickly the extent of Vlogger influence on my 8 & 11 year old daughters. When I asked my 8 year old… Read more »