Blog

The latest news and events - mixed with our views on everything that matters right now in marketing, data, research and technology.

Author: Lucy Davison

Three tips for insights communicators in a crisis Posted on May 12, 2020 by Lucy Davison

Colonel Mustard writes for Quirk's about how insights professionals can ensure their work continues to have influence during a crisis. You can read the full article here.

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Why passion is not one of your company values Posted on January 8, 2020 by Lucy Davison

I have lost count of the times have I run a workshop with a board of suited, grey, middle-aged, male accountants only for them to insist that they are brimming with passion and it has to be a core value for their organisation? Really? I don’t know about you, but I like my passion decorated with hearts, along with a bottle of The Veuve and some rather smooth sheets. When on earth did passion creep into the board room and

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Life’s not a pitch Posted on April 4, 2018 by Lucy Davison

By Lucy Davison (originally posted on the GreenBook Blog and the Business Intelligence Group Blog). I recently attended one of the more commercial insights industry events.  A lot of the content at these events is ‘pay to play’ – when suppliers and agencies pay a fee to get a slot on the platform. In essence, I do not think this is a bad idea.  It funds events and conferences, so getting more knowledge out into the industry, and it gives

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Chillin’ in CA: Quirk’s West Coast 2018 Posted on February 9, 2018 by Lucy Davison

Thanks to e-Tabs, our partners in crime at Keen as Mustard for the Viz-Fest event each year, I was given a ticket to the Quirk’s event in Orange County last week. Given it felt like we had suffered weeks of particularly cold, grey and wet weather here in Northern Europe, needless to say I was overjoyed to take this opportunity to reacquaint myself with the sun. But that was not my only reason for attending. I was interested to experience

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Through the looking glass – How does MRX marketing measure up? Posted on July 6, 2017 by Lucy Davison

By Lucy Davison, Managing Director of Keen as Mustard Marketing (originally posted in GreenBook) Late last year, we at Keen as Mustard Marketing joined forces with FocusVision to find out more about what was going on within MRX marketing. We really wanted to find out what issues agencies and suppliers in market research were facing, what they thought the solutions were, and how much they spent on it. The idea was to turn the mirror to face us in MRX

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Looking back at NEXT 2017 Posted on May 16, 2017 by Lucy Davison

Lucy Davison recaps her experience at NEXT 2017, the Insights Association’s inaugural event (originally posted in Quirk's). The Insights Association’s inaugural conference was a full-on content fest with back-to-back sessions from 7:30 a.m. on Tuesday, May 9 to 5:30 p.m. on Wednesday, May 10. I’ve learned that New Yorkers – and maybe all Americans? – certainly like to conference! I hardly had time to catch my breath let alone gather thoughts. Plus, I’ve still not made it to Katz’s. The main

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Where storytelling ends and communication begins: the essential skills for the researcher of the future Posted on April 10, 2017 by Lucy Davison

By Lucy Davison Full article published in Research World In a Research World article titled ‘Where storytelling ends and communication begins,’ we outlined four essential skills for the researcher of the future. We’ve been struggling with the ability to communicate clearly, powerfully and with impact as an industry for much more than a decade. In my view it’s high time to take a different approach. What if we thought of ourselves as being in the communications business rather than in

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Insights Marketing Day – put your money where your mouth is Posted on March 17, 2017 by Lucy Davison

For those of you who could not join the 75 insights marketing professionals who were at Insights Marketing Day in London, here’s the low-down: Insights marketing day is a unique event in the MRX calendar as it is entirely focused on helping data, research and insight professionals improve their marketing. Something we at Mustard are rather motivated about. Run by GreenBook (the people who brought you IIeX), IMD has so far taken place in New York three times, London twice

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Behave like consultants Posted on February 9, 2017 by Lucy Davison

By Lucy Davison, published in Quirk's The research industry needs to learn to improve its consultancy skills. While doing a Webinar for ESOMAR, one of my co-participants, Simon Chadwick from Cambiar Consulting, revealed an interesting slide (Figure 1). It showed the skills for client researchers that are currently in demand and the skills for researchers that will be in demand in the future. The skills that were growing in demand were storytelling, consulting and intellectual curiosity. The skills that were

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Go #WOW me! ESOMAR Congress 2016 Posted on September 29, 2016 by Lucy Davison

Now that the dust has settled after my return from New Orleans I thought to give a short summary of what I learnt, felt and found from the proceedings. There are four words that sum up my experience, so I’ve tried to group my thoughts under these. 1. Noisy My first word is noisy, or even loud. Of course there were tons of bands, music (such as the inspirational clarinettist Michael White) and dancing, which was all very New Orleans

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