Blog

How product experience builds mental availability

The strongest marketing does not invent meaning from scratch - it amplifies something tangible already present in the product experience.

Some marketing drifts so far away from the product, the category, or even the brand's lived experience that it stops building meaningful associations. It may still be creative, it may still be noticeable, but if it does not reinforce what is distinctive and true about the product. It does little to strengthen mental availability.

Maximum Difference Scaling: How to imitate real world concessions during product testing

When it comes to product testing and sensory research, understanding customer preferences needs to evolve beyond simple appeal and purchase intent scales. Manufacturers need to know which features or products resonate most with their target market to make informed decisions.

One effective technique for gaining these insights is Maximum Difference Scaling, referred to as MaxDiff.

Changes to how UK consumers snack will have wide ranging repercussions for the food industry

Let's be clear - snacking isn't a bad thing. I, for one, love to snack. Whether it's popcorn for a movie night with the kids, or the biscuits I'm enjoying with a brew to write this blog. Snacks are more than just a stopgap until our next meal but something to savour, tied inextricably with time and place.

But what is clear is that snacking behaviour is evolving - and fast.

The role of emotional marketing: The science of selection

In an industry as competitive as FMCG, there is an undeniable need for brands to ensure a strong emotional connection between brand and consumer. This ensures brands are top of mind, as emotional connections can drive basic awareness and stronger associations with what the brand offers.

Although brands may be generally liked or trusted, some can fail to align themselves with the emotions that drive their customers' most profitable behaviours.