Blog

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

Category: Event

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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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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Beyond Storytelling: Key Lessons for Powerful Insights Communication Posted on November 27, 2024 by Vanessa Chirayus

The 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

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Guide to how to get the most out of attending events (even when you are not exhibiting) Posted on July 16, 2024 by Lucy Davison

Decades 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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Old battles and double-edged swords Posted on October 10, 2023 by Iosetta Santini

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

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Mind over matter: what we learnt from the MRBA’s ‘Health and Wellbeing’ webinar Posted on January 30, 2023 by Iosetta Santini

I 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

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Discussions and debates at ESOMAR’s UK summer event Posted on August 16, 2022 by Iosetta Santini

We at Mustard Towers were delighted that ESOMAR recently returned to action in the UK with its first in-person event in over three years. As a (somewhat) new recruit in the MRX and insights industry, I quickly realised that ESOMAR has an excellent reputation. In case you didn’t know, ESOMAR is the global community for people working in data, research and insight. I couldn't wait to get stuck in and see what ESOMAR's UK Summer Event had in store for

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Trends, teasers and triumphs: A recap of IIEX Europe Posted on July 13, 2022 by Iosetta Santini

Greenbook's IIEX events explore the intersection of technology and insights. Is there a better place to host IIEX Europe than Amsterdam? It's a trendy hotspot for many individuals and communities, and MRX is no different. So, you can imagine how excited I was as a (slight) newcomer to the industry to hop onto the Eurostar, arrive and take in the eternal beauty of centuries-old canals, before attending the two-day wonder of 'one of the most cutting-edge consumer insights events in

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