As confidence in university falls, understanding students matters more than ever
5 June 2026A recent survey reported by The Guardian has highlighted just how much attitudes towards higher education have changed over the past two decades.
audience targeting
16 April 2026
Why interest doesn’t always turn into demand
Positive early feedback can create a false sense of demand. While interest signals potential, it often sits at the top of the funnel. Understanding what drives real action (and where hesitation emerges) is key to turning ideas into commercially viable opportunities.
9 April 2026
Why innovative products fail without the right audience and pricing
Innovative products rarely fail because of the idea itself. More often, success depends on aligning the right audience, clear proposition, and effective pricing. Without this alignment, even strong concepts can struggle to convert interest into real demand.
2 April 2026
Why targeting everyone is costing you growth
Trying to appeal to everyone often leads to diluted messaging and missed opportunities. By identifying and prioritising high-value audiences, brands can focus their strategy, improve relevance, and unlock more efficient, sustainable growth.
13 March 2026
Why premium travel brands often misjudge their audience
Many premium travel brands assume they understand their audience, but internal assumptions often miss the mark. True “premium” appeal is driven less by luxury features and more by emotional needs, identity, and market-specific expectations, making robust audience insight essential to effective positioning.
9 March 2026
Should your brand lead with AI? Three questions to consider first
If you’ve spent any time on LinkedIn lately, you might have noticed that a lot of organisations suddenly seem to be “AI-first”. We can see universities launching AI degrees, tech companies weaving AI into their value propositions, and professional bodies talking about how AI will reshape entire industries.
29 January 2026
The household influence effect and why consumer behaviour is rarely individual
Most consumer research still treats behaviour as something that happens at the level of the individual. We ask people what they buy, what they intend to do, and how they feel about brands.
22 January 2026
How to choose a market research agency that delivers real business value
Choosing a market research agency is rarely about data collection alone. Most organisations are looking for insight on who their customers are, what drives behaviour, how their brand is performing, and where to focus…
17 December 2025
2025 in review: what this year revealed about consumers, brands and insight
As 2025 draws to a close, it’s tempting to look for a single defining trend for the year. Yet in reality this year wasn’t shaped by one big shift, but by a series of smaller, faster-moving changes that together tell us a…
4 December 2025
Making research more human through qualitative insight (video)
Quantitative research can transform how organisations understand their markets. It provides scale, identifies patterns, and helps teams prioritise where to invest.