From academia to action: bridging traditional ethnography and consumer insights
Going Beyond the ‘Exotic Aisle’…
4 min readEthnic food moves past monolithic with a new wave of seasonings, spices and condiments that are as big in personality as in taste
Redundant in my 20’s?: Speculation from a young insights professional at the dawn of the AI epoch
10 min readAs one researcher portentously said to me recently – “What if I don’t want to be a prompt engineer?”
From faux-gras to faux-mage…how plant-based brands are putting a twist on French food traditions
8 min readFrance’s food culture is steeped in tradition; it’s a food culture where change is slow, and beloved rituals, ingredients, and flavours are kept pristinely conserved over the ages.
Non-binary and non-existent?
5 min readSophia Mobbs unfolds what brands miss when they don’t look beyond men and women.
How digital ethnography is critical to understanding the changing world of food and beverage
6 min readDigital ethnography has rapidly become a powerful tool for understanding consumer insights and motivations. For the food and beverage industry, it can deliver more precise, enduring, and actionable insights.
Empathy and its link to EBITDA
7 min readIn a world where consumers say that they wouldn’t care if 74% of the brands they use disappear and feel that less than 27% of brands improve their lives and well-being, the need to bond more closely with consumers is becoming more urgent.
The visibility of LGBTQ+ individuals in media and their representation in campaigns, ads, and content has a lasting impact on creating an inclusive social atmosphere.
This article acknowledges the leaps AI has made for our industry but also highlights the pitfalls of distancing ourselves from the people we seek to understand.
The quietly brewing storm
6 min readConsumer response to the rising cost-of-living crisis in the Gulf countries