Blog

Thoughts on everything that matters right now in marketing, communications, and insights.

Faster! Further! Better? Spreading Flora’s Insights in a real-world experiment using AI Posted on July 3, 2025 by Vanessa Chirayus

For the finale (well, it was after lunch) of two packed days at IIEX EU in Amsterdam, Colonel Mustard Lucy Davison brought together our expertise in insights communication with the hottest topic of the moment – AI. We teamed up with Hennieke Potman, Global Consumer and Market Insight Manager from Flora Food Group to share our research into a common question we hear when advocating for thoughtful, structured insights communication: “Why not just use AI?” In true research fashion, we

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Don’t just join the conversation. Say something that matters. Posted on May 28, 2025 by Vanessa Chirayus

Research conferences are full of buzz – but sometimes it’s more noise than clarity. Amidst the AI talk and similar shiny promises at Quirk’s London, it was easy to lose sight of what really makes this industry tick. That is why one session stood out for all the right reasons: Vodafone Business’ ‘Creating Authentic B2B Thought Leadership’. It was a timely reminder for strong thought leadership doesn’t just inform – it builds trust, proves value, and challenges decision-makers to look at

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Quirk’s through fresh eyes: tech booms, but people still win Posted on May 14, 2025 by Vanessa Chirayus

The insights industry in London was buzzing last week as Quirk’s London took over the city on the 7th and 8th of May – right after the bank holiday Monday. As the newest member of Team Mustard, I had the chance to dive headfirst into the event on the first day, surrounded by some of the brightest minds in the world of insights. Now that we’ve all had a moment to catch up on emails and come back down to

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Add to the network, not to the noise Posted on May 6, 2025 by Simon Dunn

Creating a gold standard of LinkedIn networking LinkedIn has transformed itself into a community building tool that is both, a blessing and curse. It has become a place where reputations are built, conversations begin, and new opportunities emerge. However, it is also a new language to be learnt and best enjoyed with a solid understanding of its full potentials. LinkedIn has over a billion users worldwide, but only 1% actively creating content… This offers a real opportunity for any company

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Is Your Brand Built to Be Remembered—or Just Found? (As Seen on Greenbook) Posted on April 7, 2025 by Vanessa Chirayus

Are you struggling to make your brand stand out in a crowded market? Are you focusing too much on hyped up consumer marketing mantras and not enough on getting long-term impact? If your feeling lost on the way to the top of your buyers’ shortlists, then you need to rethink your approach to brand awareness. On Greenbook’s Grow your insights business expert channel, Iosetta Santini breaks down why the journey to being remembered is just as important as being found

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This House Believes Generational Cohorts are BAD for Research! Posted on February 5, 2025 by Vanessa Chirayus

At AURA Insight’s Generational Insights: Exploring the Changing Consumer Landscape, our very own Colonel Mustard Lucy Davison and NED Danny Russell took the stage to debate whether it’s time to retire generational cohort labelling. After an in-depth discussion with fiery evidence from both sides, the audience of clients voted: generational cohorts are bad for research. As insights professionals, we must always re-evaluate the way we understand consumers. This debate was not about winning, but all about questioning, learning, and finding

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