Researchers face an uphill battle. Decades of data has proven that companies which listen to customers and markets have the greatest chance of success. Yet, for years, debates have focused primarily on how data and insight can ‘get a seat at the executive table’. Indeed, that’s a position of influence and input, but it is not demonstrative of a culture that is truly customer-centric and which thrives on making decisions informed by insight. To achieve this, researchers have to be
Read MoreHere at Mustard Towers, we talk a lot about fame. Maybe we are blinded by stardust, but we think there are important lessons to learn from Hollywood about how we go about communicating effectively. And we apply those lessons – good and bad - when it comes to communicating insights. When we think about bad communication, surely nothing gets worse than the cringe-inducing 2017 Oscars disaster when LaLa Land was inadvertently announced as the Best Picture winner, instead of Moonlight.
Read MoreSpecialist MRX consulting firm Cambiar Consulting had a brand and website that had not been updated in years. It felt at odds with the personality of the company and the unique, smart work that they do within the industry. Through the initial strategy refinement work we did with Managing Partner, Simon Chadwick, we were able to pinpoint the core benefit they deliver to clients – value growth. This is what we call a “single overriding message”, the most important element
Read MoreThroughout the lockdown, customers from across Europe, the Middle East and North Africa had been sharing their experiences and concerns with the insights team at a large FMCG client. As a result, the team had many diverse, engaging consumer vox-pop clips, which they had grouped into six broad themes. But they needed to weave them into a single, coherent and impactful story. In a challenge that is typical for many insights teams, there was no lack of data. But the
Read MoreFriend of Mustard and insights profession legend Tom Ewing was launching himself as a freelance writer and thinker within the industry. He approached us to develop a logo for his new business. It’s normal for clients to have little idea of what their logo should communicate, so we go through a process of working with them to define their company personality, values and ambitions, which then translates into an appropriate brand. At Mustard we refer to this process as ‘bringing
Read MoreSo, not sure how many readers will get the Ian Drury reference here, but Behavioural Economics makes me happy! The wonderful simplicity of those insights grounded in a true understanding of what makes us all tick and nudging us unconsciously to change our ways; the stories about how we behave in wonderfully, and at times hilariously, irrational and emotional ways. That reading a book about behavioural economics or about behavioural economists is actually entertaining, and dare I say, enjoyable. All
Read MoreIt’s freezing out. But inside it’s hot, hot, hot! 870 research and insight people partying like it’s, well, 2019. On Monday 2 December I was lucky enough to join the Quirk’s table at the MRS Awards in Old Billingsgate right on the Thames in the City of London. And a very good time was had by all. But these events are not only about celebration. While the winners cheered and the champagne corks popped I was thinking about all the
Read MoreOne of the most common mistakes a business makes when employing a PR agency is, ironically, not communicating properly. This can be frustrating for both parties, especially when one side is “employed” to communicate the business’ messages to the wider world. The agency is an extension of your business, relaying key information to journalists, shareholders, investors and potential employees. If your PR agency is not equipped with all the information that they need, they will fail in delivering the messaging
Read MoreA surprisingly mild mid-November morning in Dublin welcomed the start of ESOMAR Fusion as delegates from over 40 countries descended upon the Irish capital to understand how as an industry, we can marry up the learnings from qualitative and big data to create a better tomorrow. For someone that is new to the world of market research and the intricacies of big data and qualitative research, the event was perfect to really get under the skin of the topics, network
Read MoreWe are excited to announce that our founder and Colonel Mustard, Lucy Davison, has been elected to the ESOMAR Council for the period 2019-2021. Lucy’s pitch for Council was to improve the image of research and insights. This means reaching out beyond MRX and engaging with the media, events and sectors to share the positive stories about what we do. With her background in marketing and PR, Lucy is very well placed to help ESOMAR do this. “I am really
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