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We do not understand our consumers by understanding trends. We understand trends by understanding our consumers.

More years ago than I care to recall I was at University reading Geography. One of the many very useful things I learnt was how to use satellite data to monitor the retreat of glaciers…

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Brands must be better at delivering Emotional Benefits not just promising them.

Russell Parsons wrote an interesting article in Marketing week last week discussing Alain de Botton’s view that while much advertising appears to offer us perfect lives their brands and products then fail to deliver. Alain’s…

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Measuring Consumers’ Emotional Responses

So it has been a big month for marketers interested in consumers’ emotional responses. In January this year (2016) Apple buys Emotient and Mediacom does a deal with Realeyes to give its clients the ability…

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Taste Acquisition

We are born with – arguably – three innate likes and dislikes. We like sweet things and fatty things – evolutionarily a good thing as we crave the calories that are essential for survival but…

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Understanding why Consumers never do what they say they will

I was running some research groups the other day exploring consumers’ emotional responses to some new products and how we could improve product formulation, communications, presentation etc. to improve the consumer reactions and thus liking,…