Back in October 2025, our CEO and Co-Founder Dr. Eamon Fulcher spoke at CERTAMENTE, the Italian neuromarketing conference that’s become one of the more respected fixtures in the international calendar. It draws researchers, industry leaders, and behavioural scientists from
When UK legislation changed to require active opt-in for marketing communications, RNLI faced more than a compliance question. They saw an opportunity to revisit their logo and tagline, and
King’s Favour was winning blind tastings. Regular drinkers consistently rated it ahead of other wines in the category, so the quality was there, but you wouldn’t have known it from the shelf price or the way the bottle sat among its competitors.
The brand team started wondering: was the wine actually the problem? Or was the packaging just failing to keep up with what was inside?
If it was the latter, there might be an opportunity to update the design, move the price, and not lose a single sale in the process, but
By 2010, the media landscape was moving fast. New digital music channels were emerging, and MTV was picking up an uncomfortable signal from conventional research: surveys and focus groups suggested the brand was losing relevance with
A global fragrance company wanted to profile how four new fragrances were experienced, with a specific focus on their functional emotional use.
The goal was to understand which fragrances naturally support different emotional states, for example, which scents help calm or reduce anxiety in work environments, and which feel more appropriate in contexts requiring reassurance or comfort, such as high-trust or service-led settings.
This introduces a more
There’s a gap in most markets that doesn’t show up in product specs or competitive audits. It lives in the consumer’s mind, and it is the space between what people are looking for from a brand and what they actually perceive the brands around them to deliver.
That gap is called a brand gap, and finding it is
Naming a brand is harder than it looks. A London-based branding agency was restructuring and needed a new name, one that could carry real meaning across six brand values and
When a fragrance design company was commissioned to develop a new scent for a fabric conditioner, the brief quickly expanded beyond the fragrance itself.
The client wanted to refine the formula and refresh the imagery used in
We talk a lot about the consumer truth gap, which is the gap between what people say they are going to do and how
Many of our clients have built up a rich body of research over time. A common question we hear is how to get more value from that existing data, rather than constantly running new studies. One of our current priorities is helping clients do exactly that. As part of this, we’re introducing a small number …
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