This is where we analyse human emotion, decode decision-making and break down the behavioural patterns shaping categories, culture and commerce.
During the 2026 FIFA World Cup, FIFA’s “Clean Stadium” rules dictate that non-sponsor brands must disappear from view. When Levi’s Stadium in the San Francisco Bay Area covered its logo
Stop relying on what shoppers claim they do. Here is how to find a UK market research partner that uncovers the subconscious habits driving your category.
The recent Heinz and Heineken collaboration proves a fundamental rule of behavioural science: simple still wins. Instead of forcing a complex new product into the market, they released a simple
Tailor Swifts’ brand loyalty isn’t just about the music. We look past the ticket sales to uncover the subconscious human truth and consumer psychology driving the Eras Tour.
Traditional research misses the split-second decisions that drive purchases. Here is how to use shopper observation to uncover what consumers actually see.
The GenAI honeymoon is officially over. While synthetic data and AI-generated personas have their place in early-stage ideation, relying on them for high-stakes commercial decisions is a dangerous gamble. True
