Blog

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

Author: Simon Dunn

Mastering change for Cambiar Posted on August 12, 2020 by Simon Dunn

Specialist 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

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A lot of data, a tight deadline and no idea where to start? Posted on July 15, 2020 by Simon Dunn

Throughout 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

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Beauty and the Beast Posted on June 30, 2020 by Simon Dunn

Friend 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

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Reasons to be cheerful for Behavioural Insights Posted on December 9, 2019 by Simon Dunn

So, 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

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Why awards? Posted on December 5, 2019 by Simon Dunn

It’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

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Maximising the value of your PR agency from the outset: defining success and planning to achieve it Posted on January 14, 2019 by Simon Dunn

One 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

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A first–time view on Big Data and Qual Posted on November 29, 2018 by Simon Dunn

A 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

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Lucy Davison elected to ESOMAR Council Posted on November 26, 2018 by Simon Dunn

We 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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Old Auntie still reigns supreme in clients’ eyes Posted on November 21, 2018 by Simon Dunn

Data is an intrinsic part of all of our lives, everyone has shared data, many have access to that data but who really owns it, and who is lobbying on behalf of the consumer to ensure that data is managed and stored correctly? This is a message that we are always looking to drive with ESOMAR. As the global guardians of ethical data collection it’s vital that inside the industry and out, they continue to push to the data protection

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Four reasons to vote for Lucy Davison for ESOMAR Council! Posted on October 3, 2018 by Simon Dunn

Competition is hotting up in the election for ESOMAR Council with over 30 runners in the race. As you may be aware, our very own Lucy Davison is in the running. Lucy is running because she wants to help change the image of the research and insights industry. Here are four one minute videos to explain why you should vote for Lucy: The Elections open on Monday 8 October 2018 and close on 29 October 2018 (12:00 CEST). ESOMAR Members

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