From the author
Why FMCG research needs three connected lenses to understand one customer
Each lens answers a different question – and each has blind spots when used in isolation.
Six generations, one shelf: Retailers turn to agile testing to decode shoppers
Gilding believes agile testing is the missing piece in helping retailers and suppliers navigate this complexity.
How the cost-of-living crisis is rewriting the rules of grocery shopping
“Almost half of all shoppers now rank “cheap price” as their top consideration when buying.”
Why access to real-time consumer insights is no longer a luxury for brands
“If your product isn’t optimised for today’s consumer, it won’t sell,” says Sam Gilding.
Why your customer data might be lying to you
"Demographics tell us who somebody is. Psychographics will tell us why they do what they do,” Sam Gilding said.
DIY research & product intelligence: The future of consumer insights
A comprehensive report reveals how the democratisation of consumer insights through DIY research technology is transform...
