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.
In many organisations, the “average customer” still sits at the centre of decision-making. Average satisfaction scores, average likelihood to purchase, average usage levels are easy to report, easy to track and easy to…
If you’ve put chocolate on your Christmas list this year, you might want to double-check what you’re actually asking for. Some of Britain’s classic favourites – including Penguin, Club and Toffee Crisp – can no longer be…
Over the past decade, Halloween has transformed from a modest occasion in the UK into a major seasonal event. No longer just a chance for children to knock on doors for sweets, it has become a key moment on the retail…
Every year, brands invest millions into advertising campaigns designed to grab attention, spark emotion, and ultimately drive sales. Some succeed spectacularly – becoming cultural talking points that boost both brand…
A £3 pastry, an extremely expensive smoothie, a scented candle you didn’t need, but definitely wanted – these small purchases, spontaneous and emotionally charged, are fuelling what’s become known as little treat culture…
In 2025, there's no denying that media consumption is at an all-time high. Yet, many brands and content creators are still measuring success using old metrics: hours watched, clicks, reach.
As the new year begins, one thing you can depend on is that people across the UK are resolving to lead healthier lifestyles. For many, this resolution also includes the intention to lose weight.
In recent years, social media has undergone a notable shift in user preferences, moving away from polished, aspirational content to favour more humorous and authentic styles. This transition reflects broader cultural and…