Consumer Insight

Consumer insight helps brands understand what people feel, what they do and what that means for the decisions they need to make. It brings together consumer data, behaviour, attitudes and real-life context to explain not just what has happened, but what may happen next. Done well, consumer insight gives a brand sharper judgement – where to act, what to change and how to stay close to the people it serves.

The Konfidant Insights section covers the big forces shaping UK consumers – from money, food and drink, home life and wellbeing to politics, technology, work and culture. Our regular series include How Britain Juggles Money, How Britain Eats, How Britain Lives, How Britain Keeps Fit and How Britain Reacts. We also publish weekly optimism data from 2,000 UK consumers, brought to life through our qualitative community. Alongside these pieces, you’ll find practical articles on consumer confidence, behaviour, customer centricity, seasonal planning and business planning – all rooted in Konfidant’s weekly UK research.

Konfidant publishes new public insight every week, including our weekly optimism figure based on 2,000 UK consumers and brought to life through our qualitative community. We also publish regular articles across How Britain Juggles Money, How Britain Eats, How Britain Lives, How Britain Keeps Fit and How Britain Reacts.

Subscribers get a deeper cadence through Signal, Seasons and Shifts: regular mood reports to track what’s changing now, seasonal planning outputs to help teams move with the year, and trend briefings to spot longer-term changes earlier.

Konfidant’s human-written Briefings are led by Alison Bainbridge and Laura Gillespie, with Tom Berry heading up day-to-day delivery. Behind them sits Konfidant’s team of researchers, strategists and analysts, turning weekly UK consumer data into clear judgement on what’s changing and what brands should do next. Konnie also creates AI-assisted outputs from the platform, using real Konfidant data rather than generic AI guesswork.

Subscribers can use Konfidant insight, data and reports as much as they need inside their organisation. If Konfidant insight appears externally – in the press, public presentations, reports or marketing content – it should be clearly attributed to Konfidant. Published figures and short extracts can be quoted with attribution; please contact us before reproducing full reports or using the content commercially.

Public Konfidant insight gives you the headline read. A subscription gives your team the full intelligence system behind it – weekly Signal reports on what’s changing now, Seasons planning guidance for the year’s key consumer moments, deeper Shifts briefings on longer-term change, and AI-assisted reports through Konnie. You also get access to the underlying UK consumer data behind the story – with clear guidance on what to do next.