Latest consumer insights
Consumer Confidence
How to read consumer confidence?
Consumer confidence is one of the most widely reported economic indicators. It appears in headlines, earnings calls and boardroom presentations. Yet surprisingly few…What are common mistakes using CCI?
The Consumer Confidence Index is one of the most recognised economic indicators. It’s cited in boardrooms, referenced in earnings calls, and reported monthly…What causes low consumer confidence?
Low consumer confidence is one of the most cited economic indicators – and one of the least understood. Headlines report the score. Commentary…
Consumer Behaviour
How to analyze consumer behaviour
Four ways, each with a job to do. One-off studies, segmentation analysis, behavioural tracking, and trend analysis over time. Use only the first…What are the psychological factors affecting consumer behaviour?
In practice, five things matter most: the practical routines that become habit, life stage and household context, how people feel about their finances,…How do brands influence consumer behaviour?
Not by changing minds. By meeting moods. Brands influence consumer behaviour most reliably when they connect with an emotional need the consumer already…
Consumer Insight
What are the most common tools for collecting consumer insights?
Most insight teams don’t have a tools gap. They have a coherence gap. The average business is already paying for five or six…What is consumer perception and why does it matter?
Brands compete on perception, not reality. In almost every category, the winner isn’t the objectively best option – it’s the one customers believe…What does a consumer insights manager do?
The job description will tell you a consumer insights manager plans research, analyses data and presents findings. That’s not wrong – it’s just…
Customer Centricity
What are customer centric behaviours?
Just 28% of UK consumers say brands understand their needs. Only 24% say brands act on what they know. Customer-centric behaviours are the…How do you train employees to be customer centric?
According to Forrester, less than 1 in 10 employees believe they work for a business where ‘customer obsession’ is their way of working…What are the biggest indicators of a customer centric business?
According to Forrester, less than 1 in 10 employees believe they work for a business where ‘customer obsession’ is their way of working…
Seasonal Planning
How to build a Q4 marketing plan using consumer sentiment data
Most Q4 marketing plans start with the dates. Halloween, Bonfire Night, Black Friday, Christmas, Boxing Day, New Year. Those dates matter – they…What are the 7 steps of a marketing plan?
Most seasonal marketing plans follow a familiar route. Set the objective. Define the audience. Clarify the offer. Choose channels. Allocate budget. Build the…Why do consumer spending habits change in spring?
Spring spending is progress spending – and the data shows it building in two distinct chapters Most planning teams treat spring as one…
Business Planning
How do you forecast demand in a low-confidence environment?
To forecast demand in a low-confidence environment, don’t just look at what people bought last month. Look at what they still feel able…How to use consumer confidence data in your business plan
Most seasonal marketing plans follow a familiar route. Set the objective. Define the audience. Clarify the offer. Choose channels. Allocate budget. Build the…
Consumer Confidence
How to read consumer confidence?
Consumer confidence is one of the most widely reported economic indicators. It appears in headlines, earnings calls and boardroom presentations. Yet surprisingly few…
Consumer Behaviour
How to analyze consumer behaviour
Four ways, each with a job to do. One-off studies, segmentation analysis, behavioural tracking, and trend analysis over time. Use only the first…
Consumer Insight
What are the most common tools for collecting consumer insights?
Most insight teams don’t have a tools gap. They have a coherence gap. The average business is already paying for five or six…
Customer Centricity
What are customer centric behaviours?
Just 28% of UK consumers say brands understand their needs. Only 24% say brands act on what they know. Customer-centric behaviours are the…
Seasonal Planning
How to build a Q4 marketing plan using consumer sentiment data
Most Q4 marketing plans start with the dates. Halloween, Bonfire Night, Black Friday, Christmas, Boxing Day, New Year. Those dates matter – they…
Business Planning
How do you forecast demand in a low-confidence environment?
To forecast demand in a low-confidence environment, don’t just look at what people bought last month. Look at what they still feel able…