Quantum

France’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.

Sophia Mobbs unfolds what brands miss when they don’t look beyond men and women.

Digital 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.

In 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.

Consumer response to the rising cost-of-living crisis in the Gulf countries

What do an apathetic cartoon monkey, the first tweet ever tweeted, and the viral noughties video ‘Charlie bit my finger’ have in common? They’re all NFTs (Non-Fungible Tokens) sold for £900k, £2.1m, and £53k, respectively.

What does this mean for brands?

Unpacking conflict & tensions across consumers' multiple identities