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
Read MoreResearch 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
Read MoreCreating 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
Read MoreAre 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
Read MoreThe team at Keen as Mustard was thrilled to lead the ‘Beyond Storytelling’ masterclass for the ESOMAR Academy in October. This is a 5-star rated, specialised training to guide insights professionals through the essentials of creating compelling communications. From irresistible story hooks to impactful design, attendees learnt how to bring a powerful and visceral understanding of the customer to their internal audience. If you missed the training don’t panic – you can sign up to see the recording here: https://esomar.org/tr4in1ng5/beyond-storytelling
Read MoreOur 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 MoreNotes 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 MoreBack in December, we challenged you to find out your communication style with our Hollywood-themed quiz. Well, the results are in of the world’s first and only survey of insights professionals about communication. 260 of you completed our quiz and now we are opening the envelope to reveal what we learnt about the insights profession. First of all, although the quiz was a bit of fun the issue is no joke: 63% of you stated that communicating data and insights
Read MoreI recently had the opportunity to be a part of the Market Research Benevolent Association’s webinar discussing the topic of mental health and wellbeing in the workplace, hosted by Jennifer Perry from the MRBA. The panel featured experts from the market research industry, such as James Pickles from James Pickles Coaching, Amanda Hammond from Opinium, Paul Vittles from The Jordan Legacy and Ben Tuttle from Hope Guardians, who shared their insights and experiences on how to create a mentally healthy
Read More