Our industry has leaned a little too heavily on storytelling to communicate customer insights to stakeholders and decision-makers. Now, there is nothing wrong with storytelling. It is a fantastic tool in many ways, but it lacks dimension. In insights, researchers typically use storytelling to report findings, deliver them, and move on. The customer‘s voice doesn’t infiltrate the organisation’s decision-making, and insights often go unused. Point and case, the 2023 UK Customer Satisfaction Index shows that customer satisfaction has been the
Read MoreDecades of experience helping companies grow, tells us that going to industry events is a vitally important way to build awareness and get leads in B2B. As the specialist marketing agency for insights, we get a lot of clients asking us why they should go and how best to make the most of them. We also hear people wondering if it is worth the investment. Here is our step-by-step guide on how to make the most out of events and
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Notes from the audience of the Festival of Marketing Picture this: a warmer than average October day, a room filled with marketers from all walks of life, each armed with a notebook, a pen, and a cup of coffee. It’s Festival of Marketing Day, and, as I’ve run out of pages, I’m ready to read out my notebook to who wants to listen. Kill complexity First out to talk to the troops is the fearless marketing maestro Mark Ritson. I’m
Read MoreResearchers 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 MoreInsights from Diageo, Under Armour, DeBeers and The Economist on choosing their insight partners. There isn’t an app for clients to swipe to find their perfect insight partner. But that doesn’t mean that you can’t get noticed. At IIEX Amsterdam, Colonel Mustard Lucy Davison led a dynamic panel discussion about how end clients find and engage with new insight partners. Panellists, including Efrain Rosario, Head of Global Futures and Shopper Planning at Diageo, Diana Mitkov, Senior Management of Demand Insights
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