David Oglivy, research and marketing guru from the 1960s wrote: The problem with market research is that people don’t think how they feel, they don’t say what they think, and they don’t do what they say. At Untapped, we often talk about how the...
We go behind the scenes with Nuala Donnelly and Federico Pasquini from Kimberly-Clark to chat about Product of the Year UK 2021 winner, Andrex Classic Clean with 3D Wave. Click below to watch. In our first ever, ’10 minutes with…’, we discuss the...
How do you come up with a good idea? It’s the number one question that we are asked most often.The simplest way is to remember … DBD: A good idea = Desirable + Believable + Distinctive Desirable Ideas come from deep Human Insight In a recent Asset Mining...
A few weeks ago, I wrote about “Setting Up Research For Success” and how in a time and budget constrained environment, clients can best plan their research for maximum return on investment. Collaborating with highly experienced research and innovation expert, Heather...
There is increasing pressure on brands to unearth new powerful insight with research that goes deeper, yet budget and time constraints present a challenge. Research methodologies are continually evolving to reveal deeper insight with greater agility, so how can...
We love how stories are so central to human experiences and how powerful they are in connecting with people. As we all head back to work, school and reality after the summer holiday season, we give you five lessons on why stories help us innovate: 1. Stories...
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