When is just “good”, good enough in market research?

2020-03-28T13:54:20+00:00March 2nd, 2020|Views|

In market research, we are a dedicated bunch. Passionate about insights, hot on methodologies. Keen to make a real business impact. But we’re human too. We like to try cool new things. We want to be a hero to our organization. We want to do something different from those that went before… Put these things

What’s the shopping mission type we rarely focus on?

2020-08-24T20:26:45+01:00February 21st, 2020|Views|

I hear more and more often about the need for shopper marketers and category managers to think about shopping missions as the underlying construct for their plans. I totally agree. Brand managers think “consumer needs” to build their thinking. Shopping mission is a kind of the shopping equivalent. Of course, at the macro level,

I think I found the perfect metaphor for starting a business.

2020-03-28T13:55:26+00:00February 3rd, 2020|Views|

Bear Grylls. The Island. Seen it? A bunch of ordinary people dropped onto a desert island with nothing but a day of water and a few machetes. Task 1: Start a fire. Without fire, they can't boil the water they find. So, they'll soon die of thirst. How to start a fire?  No matches, nothing.

The one thing AI will never be able to help us with

2020-03-28T13:56:02+00:00January 13th, 2020|Views|

AI is going to change our lives – it’s going to remove so much of the mundane analysis. What’s more, it’s going to be able to predict things that previously we’d have had to figure out for ourselves. Wonderful stuff, machine learning. But don’t be fooled. There is one question AI will never answer.  It

Is this the golden rule of shopper insights?

2020-03-13T10:01:22+00:00December 9th, 2019|Views|

I am generally loath to dumb down anything into oversimplified bullet points, but I am going to make an exception today because I think this matter is so important but so ignored - it needs a little bit of extra focus! Most shopper insights are driven by suppliers seeking to "influence" retailers. We all know

The power of “autopilot” – how do shoppers really cope with grocery shopping?

2020-03-13T10:03:04+00:00October 17th, 2019|Views|

It’s a fascinating and familiar conundrum. Despite there being literally thousands of products in a supermarket that we never buy and are never likely to buy, we somehow manage to get in and out, buy our regular shopping, and complete the task in a relatively short time. Undistracted by everything we don’t need. I know

We’re all about getting “so what” from data but we can’t get AI to do much to help us!

2019-10-17T09:49:42+01:00October 17th, 2019|Views|

The world is full of AI conferences, AI suppliers, AI blogs, books, consultants. AI everywhere. Makes me feel we are missing out. That our business may be falling behind, maybe even facing extinction, our business is about making sense of data and getting answers to help better business decisions. At face value, we should be

If we marketers helped get the world into this mess, can we help fix it?

2020-03-13T10:07:31+00:00September 19th, 2019|Views|

I used to feel that at worst, being a professional marketer meant helping my employer or client succeed and thus provide jobs, and products people enjoyed. At best, I was ensuring the onward progress of our society for the good of all (more wealth = better lives across the planet).  In fact, data globally shows

Category Role. Time to update the old classics?

2020-03-13T10:09:49+00:00August 8th, 2019|Views|

Remember Step 2 of the Eight Step Process anyone? Define the Role of the Category. Well, how did that work out for you? It was an important consideration. Pointless to propose strategies that were a mismatch for what a retailer sought to achieve “top-down” with that category. In a limited space environment, tough choices need