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Research Articles

Why your food photography deserves a strategy (yes, really!)

Do you know which image will make your customer crave your food? Can you tell whether showing food in someone’s hand, on a plate, or being eaten will drive more sales? Have you ever wondered if the way you show crispiness, creaminess, or cheesiness actually changes how “real” or “indulgent” your food feels? Do you […]
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Beyond the Obvious: Rethinking How We Elicit Deeper Consumer Insight

David Ogilvy’s words still ring true: “Consumers don’t think how they feel. They don’t say what they think and they don’t do what they say.” For those of us in insight and strategy, this isn’t just a challenge; it’s a call to innovate. Eliciting Deeper Truths: What’s Possible Now? At Truth Be Gold, we’ve spent […]
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From Hidden Emotions to new Strategic Lenses: A Global Approach to Human Insight that goes ‘beyond the obvious’

When I talk to consumers about a basic, everyday product, something they use without thinking, it’s often surprisingly hard for them to express how they feel! They can describe what it does, but articulating the emotions behind it? That’s a different story entirely!  A global FMCG brand came to us facing exactly this challenge. They […]
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How to Get Closer to Your Consumers!

No matter your role or level, connecting with your consumers is essential. The best way to do that? Get on the ground and see the world through their eyes! From my time at Yum! Brands, I learned how much insight you can uncover by immersing yourself in the consumer experience:  With tighter budgets and less time […]
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The Cashless Conundrum: How Stormzy and Digital Payments Reflect Our Financial Lives

As the cost of living rises and every pound has to punch above its weight, the way we pay has never felt more loaded. With cash quietly exiting stage left and digital payments taking centre stage, our relationship with money is changing, not just on our bank apps, but in the metaphors we reach for […]
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Valentine’s Day: A Cultural Love Story Across the World

Valentine’s Day is celebrated in various unique and fascinating ways around the globe. While the UK has its own rich history and traditions, other countries have equally intriguing customs that make this day special. In the UK, Valentine’s Day traces its origins back to the ancient Roman festival of Lupercalia, a lively (and rather raucous) mid-February […]
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New Year, New Me: How to use the Power of Tiny Habits and Cognitive Biases in Achieving Our Personal Goals

As the calendar flips to 2025, many of us embrace the familiar and hopeful mantra, “New Year, New Me.” And while the sentiment is inspiring, Optimism Bias (tendency to overestimate our likelihood of experiencing positive events and underestimate our likelihood of experiencing negative events) is often our enemy when it comes to sticking to and achieving our […]
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5 Essential Checkpoints Before Adopting AI-Powered Market Research

The world of market research is always undergoing dramatic transformation. Emma, who has been in the industry for over 25 years, can still recall the shift from traditional telephone and paper-based practices into the online realm - a shift that we're all now familiar with. But in more recent times, there is no shortage of […]
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The Three Brains: How Your Head, Heart, and Gut Influence Decision-Making

Did you know that your heart and gut have their own "brains"? These aren’t just figures of speech; they are actual networks of neurons that work in tandem with your head-brain, influencing everything from your emotions to your decision-making processes. In fact, Dr. J. Andrew Armour, a pioneer in neurocardiology, discovered in 1991 that the […]
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Left Brain/Right Brain Theory

Did you know that while 90% of people are right-handed, this preference might have roots in the brain's lateralisation? But don’t let that fool you into thinking your brain is strictly divided into a left-side logical thinker and a right-side creative dreamer. Although the idea of left-brain and right-brain personalities has taken hold in popular […]
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Cognitive Biases

If you've ever found yourself inexplicably drawn to the same restaurant meal despite swearing you'd branch out, congratulations - you've fallen victim to your own cognitive biases. Don't worry, you're in good company. We're all navigating life with brains that are about as rational as a packed Northern Line at rush hour.
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Deepening your Insight by Understanding the Subconscious Mind

Have you ever arrived at your destination and thought, "How did I get here?" Chances are, your subconscious brain was in the driver's seat. While it may seem surprising, this reality holds profound implications, especially when it comes to understanding consumer behaviour! Research shows that an estimated 95% of our decisions are made by the […]
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Sub-conscious thoughts about cashless payments

Are cashless payments making it easier or harder to feel in Control of our finances?
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5 Ways to Develop your Creativity

Many years ago I remember attending my first idea generation session at Yum Restaurants International and feeling extremely apprehensive.
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5 Principles of a Great Insight

Insights are the fuel that drive great communication and innovation. They are a short sentence that shows a deep understanding of the motives that drive consumer behaviour.
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5 Tips for Writing Great Insights

Insights are the fuel that drive great communication and innovation. They ensure everything your brand does is grounded in a consumer truth.
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5 Techniques To Uncover The Truth

Intellectual Alibis and posturing are natural human behaviours and interesting challenges to overcome when searching for insight.
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