Archives :

The Worth: Dinner Companions

Posted on October 23rd, 2015

“How much would you pay for dinner with the guest of your choice?”


Emotalizer: Leaving the European Union

Posted on September 2nd, 2015

“Farage delights as Cameron accepts recommendations to change the Brexit Referendum wording, but the wording won’t be the deciding factor”


How Useful is NPS?

Posted on August 10th, 2015

We argue that revenue-growth and NPS are only correlated because they are both directly caused by an overlapping set of customer experiences. But there are also experiences which drive NPS and not growth and vice versa. Using a recent case study we demonstrate how 80% of the effort sunk into managing NPS is wasted.

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Chances Are: Shy Tories

Posted on July 19th, 2015

“After the inaccuracies of the General Election polls, are there better ways to find those shy Tories?”


Just How Easy is it to Manipulate a Survey?

Posted on June 14th, 2015

We demonstrate that people’s survey responses are highly unstable. By running two identical surveys, but changing the earlier questions, we find significant shifts in their subsequent responses. Accordingly, we question the value of traditional self-report surveys.

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Is That Graph a Little Too Perfect? Part II

Posted on May 30th, 2015

In Part I we showed how to make an impressive “I-can-predict-sales” chart using a weak underlying relationship and some statistical sleight of hand. In Part II we show an actual example of such a chart produced by an agency for a client and explain how it proves absolutely nothing.

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Which Behaviours Lead to Trust?

Posted on April 23rd, 2015

Every business is either directly or indirectly trying to influence customer brand perceptions. We discuss how these images are created by customer experiences and any associated behaviours, such as “word of mouth”. We illustrate our approach using an airline reputational risk and trustworthiness case study.

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Emotalizer: Banning the Burqa

Posted on April 1st, 2015

“Lifting the veil on a politically uncomfortable truth – prohibitionists outnumber libertarians by two to one”


Did that Just Happen?

Posted on March 31st, 2015

Much of the movement we see in brand trackers is simply noise. In this post we discuss how statistical significance can help to cut through that noise and confidently assert brand performance.

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How Good was Our Ad?

Posted on February 25th, 2015

Ad-tests typically benchmark performance against a large back-catalogue. We discuss how this is misleading and it’s necessary to test the target ad alongside a selection of relevant “competitor contrast ads”.

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Emotalizer: Government Surveillance

Posted on January 21st, 2015

“Women would feel violated by Government Surveillance, but men apparently feel they have little to hide”


Is That Graph a Little Too Perfect? Part I

Posted on January 10th, 2015

We show how to make an impressive “I-can-predict-sales” chart using a weak underlying relationship and some statistical sleight of hand. We advise on which questions to ask when your agency presents such a graph.

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Chances Are: Reality TV Voting

Posted on January 1st, 2015

“Are we ashamed to add cash to Simon Cowell’s wallet?”


The Worth: Christmas Shopping

Posted on January 1st, 2015

“Christmas Shopping – a chore or a pleasure? Looks like we’re more Grinch than Santa”