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Emocracy, Smiley Faces and Why Brands Always Win

Do we live in a democracy? Not according to Niall Ferguson: 'We live in an "emocracy", where emotions rule... and feelings matter more than reason'. He's talking about a political landscape inflamed by populism and fake news, but it made me wonder, has politics...

What if Brexit was a brand?

Last night I watched C4’s dramatisation of the 2016 EU referendum campaign - Brexit: The Uncivil War- and was struck by the Leave side’s almost implacable belief in the rightness of their cause. Not just in its moral superiority, but in its logic; in its undeniable...

Decoding Brand Identity: Why it’s sometimes a Love-Hate Thing

Over a century ago, William James argued that the self includes many things outside of one’s self, including social relationships and material things. More recently, cognitive science has shown that we tend to subsume the personality and values of the people we feel...

Beware the Neuromaniacs!

Have you been to a research conference recently? If you have you may well have heard a pitch along the following lines "More has been learned about the brain in the last 10 years than in the previous thousand. Neuroscience proves that our brains are in control of our...

System 1 or System 2? The Answer: Mind Modelling!

Does implicit research predict customer behaviour better than conventional (rational) research? Often it does, but this is probably asking the wrong question. Because brands work at both a System 1 (emotional/implicit) level and a System 2 (rational) level, no brand...

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Customer research experts: bringing together rational, emotional and implicit to increase predictive power