Online vs offline 

What do you lose and gain when you do online instead of face-to-face qual?

5 reasons why replacing face-to-face with real-time online qual is a bad idea

Why online qualitative researchers must stop undervaluing online methods

Running projects 

30 ways to master online and mobile qual 

How to get global concept positioning research right 

How online creative development reduces bias

7 tips for creative development online 

7 tips for analysing online qual better

4 tips for crafting colourful online qual reports 

6 tips for moderating online qual

10 ways to inspire deeper engagement in online qual 

How to write inspiring online qual discussion guides 

How online qual can sharpen the fuzzy front end of the innovation process

Selling & designing 

The golden rule of online qualitative excellence 

10 ways to get more profit from online qual 

5 ways to package online qual 

How to inspire participants with your introduction 

Global online qualitative 

10 tips for global online qual success

How online qual means you can research more markts


10 ways to get online recruitment right 

How behavioural recruitment can inspire more authentic youth research 

What makes the perfect online qual particpant 

Client and colleague relationships

5 creative ways to inspire clients with online qual 

6 practical steps to manage client expectations 

5 ways to win over your workmates with online qual


Flash research is fresher than MROCs

6 ways to create vivid reports with video 

6 ways to conduct better mobile ethnography 


Brand planning strategy 

‘Planning 3.0:  The Feeling Is Mutual’, Silver Admap Prize Winner, (2012)

The future of brand and commications planning 


We need to re-callibrate our biases against young people 

Data privacy 

How do people really feel about data privacy? 

To thrive post GDPR brands need to broker more mutual relationships 


Facebook psychology (an academic review) 

The evolutionary psychology behind mutualistic brands 

An evolutionary perspective on mutuality 

Why do you keep sniffing your fingers? 

Social media research and strategy 

How to fish for insight in a the sea of social media 

Fishing for insight in a sea of social media 

Researchers should not ignore social media 

How mutuality can pacify the brand bullies 

Social good 

How mutuality can help maximise profits and social good 

Mutuality:  Financial profit and social good 

The power of mutualistic thinking to help brands, business and society 

Why sponsorshop needs to be more mutualistic to be truly effective 

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The future of brand and communications planning

In nature, mutualistic relationships are based on mutually beneficial exchanges between interdependent species:  Like the Clown Fish and Sea Anemone, who live side-by-side and protect each other from their predators.  It’s a ‘win-win’ form of symbiosis that’s been defined as ‘a state of reciprocity or sharing’.  Mutualistic relationships like this are balanced, equitable and sustainable. I believe that brands…

30 ways to master online qualitative research

Online qual is not just focus groups online Online qual plays an important role in developing more mutual relationships, because it can connect people in more agile, context sensitive and media-rich ways. To unlock the real value in online qualitative research you need to use the technology to get feedback that you couldn’t with face-to-face methods. Unfortunately too many researchers…

How online qualitative research can benefit from the community ‘Engagement Model’

Many researchers see online communities (aka MROCS – Market Research Online Communities) as being a direct threat to the traditional model… In the spirit of mutuality, rather than seeing them as mutually exclusive rivals, I’d rather look at what one can learn from the other… The traditional model of qualitative research is simply transferred online, in what…

How to fish for insight in the sea of social media

Too much social media research is limited to automated aggregation and quantification of sentiment.  Its progress is restrained by the misconception that algorithms can replace human analysis.  The real value is hidden in the depths of social context and a more qualitative approach is necessary to find it.  It supplements rather than replaces traditional research. Listening to what people say online is vital to…

Researchers should not ignore social media

I believe that researchers should be listening to what people say in (certain parts of) Social Media. Despite the fact parts of the industry want to ban it. Why listen? 1) It’s on people’s agenda. Companies should listen to what people want to say (not just what they want to hear). 2) It’s essential for understanding contemporary brand and…

How mutuality can pacify facebook’s brand-bullies

Brand-bullying is alive and kicking in the world of facebook advertising.   If you’ve ever read any of the comments that people leave on brands’ ‘suggested posts’ then you’ll know that they tend to be at best subversive and mostly abusive.  There are even websites like this one, dedicated to the sport of  bashing patronising social marketing. In…

The evolutionary psychology behind mutualistic brands

I’ve recently gone deeper into what makes mutuality such a powerful force in human nature….and I’ve discovered that evolutionary psychology goes a long way to explaining its significance.  It also provides some inspiration on how to build more mutualistic brands. Mutuality has been defined as ‘a state of reciprocity and sharing’.  This blog is dedicated to…

How mutuality helps maximise brands’ profit and social good

This blog was originally inspired by my response to the 2012 Admap competition on the future of Brand and Communications planning (my article can be found here).  This year’s prize is about whether brands can maximise profits and be a force for social good. In my view, the answer is a resounding ‘yes’ and the ethos of mutuality…

The power of ‘mutualistic’ thinking to help brands, business and society…

This blog was inspired by my submission for the Admap competition ‘Planning 3.0: The Planning Landscape in 2020′. My response (called ‘Feeling Mutual’) is about how the concept of mutuality (‘a state of reciprocity and sharing’) can help solve many of today’s business, brand, comms and social challenges. Fortunately my essay received the silver award. <Link to pdf…

Why sponsorship needs to be more mutualistic to be truly effective…

Sometimes sponsorship can come across as cynical attempts by brands to bask in the reflected glory of cultural events.  Although it may raise their profile and improve perceptions, this may not be enough to really deepen brand relationships. Viewing sponsorship through a mutualistic lens can help overcome this, while also engaging people and enriching society.…