How to Write a Consumer Insight Statement (With Examples)
A consumer insight statement explains why people behave as they do. Here is a simple formula, four worked examples and the mistakes to avoid.
Brands & Insights
Notes on brand strategy, consumer insights and market research from a working brand manager, including how AI is changing the way brands get found.
Zero-Click Search: What Consumer Health Brands Must Do Now
Most Google searches now end without a click, and health queries trigger the most AI answers. Here is how consumer health brands stay visible in 2026.
You’re Not Ready to Scale. You Were Never Ready.
Zero to Scale’s central idea: businesses break at scale because of choices made at the start. What that means for founders and brand managers.
The 22 Immutable Laws of Marketing Still Work. Here’s Why Marketers Keep Violating Them
The 22 Immutable Laws of Marketing, summarised by a brand manager: the nine laws that matter most, and why marketers keep breaking them.
Thinking Fast and Slow Changed How I Trade and Market. Here Are the 11 Lessons That Stuck.
11 lessons from Thinking, Fast and Slow by Daniel Kahneman, applied to marketing and trading: System 1 and 2, anchoring, loss aversion and more.
4 Measurement Scales Every Researcher and Marketer Should Know
Nominal, ordinal, interval and ratio: the four measurement scales, with marketing examples and the statistics each one allows you to use.
5 Reasons Consumer Insights Matter in Decision-Making
Consumer insights turn data into decisions. Five reasons they matter: lower risk, clearer reasons why, sharper targeting, better innovation, alignment.
Quantitative Research: All Types Explained with Examples
The main types of quantitative research explained with examples: true and quasi-experimental, survey, correlational, cross-sectional and longitudinal.
Qualitative vs Quantitative Research: When to Use Which (And When Your Agency Is Selling You the Wrong One)
Qualitative research explains why; quantitative research measures how much. When to use each, plus six qualitative designs with examples.
How to Interpret Data: 2 Habits That Stop You Getting Lost in the Numbers
Two habits that make data interpretation faster and more accurate: start with a hypothesis, and know whether your data is qualitative or quantitative.