The disconnect between research and creative execution. The global research industry is worth over £39billion and the UK spends more per head at £61 than any other nation in the world.(source Statista) A large proportion of this spend is used to shape and inform marketing activity. The insight teams of brands – large and […]
One of the biggest impacts COVID-19 has had on our consumer society is the increase in the use of online shopping for our groceries. These new behaviours raise many challenges for brands as they seek to stand out within ecommerce grocery sites. To help combat these challenges, KHWS, in partnership with Durham University Business School, […]
While behavioural science has been of interest to the marketing industry for many years, there is still a lack of understanding of how to put the scientific theory into practice. Marketers talk about nudging behaviour, or fast and slow thinking, but don’t have the tools to apply the science to the nitty gritty of their […]
A few days ago, we hosted an event at the Hospital Club to launch our latest report – Winning at Shelf, 12 behavioural-led marketing insights to help brands drive in-store sales. The panel featured a number of speakers, including KHWS founding partner Andrew Watts and Professor Michael Nicholson, Associate Dean at Durham Business School. Over […]
Under pressure to find a good last minute deal? Be it accommodation, gig tickets or a Black Friday promotion, those comparison sites know what makes us tick and how to get customers to purchase. In this blog post Founding Partner Nick Hawkes explores the value of scarcity in light of a new government enquiry. The […]
There’s a common problem facing alcohol brands that’s making their online sales fall flat. When we choose booze in a supermarket or off licence, the price is in full view, and so we get a sense of value for money. Why, then, is there such a lack of commercial activation on drinks brands’ websites and […]
Big data, as a term, has been used by marketers for many years now, but technology has proliferated its use on a more practical level. Its impact on the ecommerce arena is undeniable, you only have to look at the significant developments in data segmentation, trigger emails and website personalisation to see its effect. However, […]
Brands and retailers are inextricably linked, but the relationship is on a pendulum swing. Where brands have held the upper hand until this millennium, the growth of ecommerce has given retailers the position of power. This is because for the majority of brands, developing a direct-to-consumer ecommerce offering is not a worthwhile investment. Consumers have […]