Blog

The latest news and events - mixed with our views on everything that matters right now in marketing, data, research and technology.

Killer press release training Posted on October 6, 2020 by Lucy Davison

Are you struggling to get coverage for your studies? Are you reaching out to the media but not getting the response you hoped for? You might think a press release is a simple thing, but there are some important rules for getting it right. In a fast and practical hour, this interactive digital training will turn your press releases from bin fodder to cordon-bleu. Learn how to craft a title and tell your story, find out what to put in

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ESOMAR Insights Festival: thoughts from an industry newbie Posted on October 6, 2020 by Camilla Baker

I don’t think any of us expected an international MRX event of the scale of the Insights Festival to be pulled off this year. But ESOMAR has proved that major conferences can still go ahead, albeit digital and totally different, and be a roaring success. As a newbie in the industry and having never attended the ESOMAR Congress in previous years, I had nothing to compare the Festival to, so I was pleased to feel a sense of community and

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The value of vertical Posted on October 6, 2020 by Iosetta Santini

Often clients coming to us saying they want to feature in all the big titles. “I want my research to be published in the FT, The Economist, The Guardian, Forbes!”. But is it what you need? While featuring in national publications is definitely rewarding for your business and will raise awareness, we recommend clients think hard about their objectives first. Let’s take The Guardian for example. Their newspaper print circulation is approximately 100,000 while online they gather over 23 million

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Mastering change for Cambiar Posted on August 12, 2020 by Simon Dunn

Specialist MRX consulting firm Cambiar Consulting had a brand and website that had not been updated in years. It felt at odds with the personality of the company and the unique, smart work that they do within the industry. Through the initial strategy refinement work we did with Managing Partner, Simon Chadwick, we were able to pinpoint the core benefit they deliver to clients – value growth. This is what we call a “single overriding message”, the most important element

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A lot of data, a tight deadline and no idea where to start? Posted on July 15, 2020 by Simon Dunn

Throughout the lockdown, customers from across Europe, the Middle East and North Africa had been sharing their experiences and concerns with the insights team at a large FMCG client. As a result, the team had many diverse, engaging consumer vox-pop clips, which they had grouped into six broad themes. But they needed to weave them into a single, coherent and impactful story. In a challenge that is typical for many insights teams, there was no lack of data. But the

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Beauty and the Beast Posted on June 30, 2020 by Simon Dunn

Friend of Mustard and insights profession legend Tom Ewing was launching himself as a freelance writer and thinker within the industry. He approached us to develop a logo for his new business. It’s normal for clients to have little idea of what their logo should communicate, so we go through a process of working with them to define their company personality, values and ambitions, which then translates into an appropriate brand. At Mustard we refer to this process as ‘bringing

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