We are Further, a team of experts helping organisations know what people are doing, thinking, feeling and why. This is what we're doing, thinking and feeling ourselves right now.
As disruptive technology businesses sweep through sectors like a game of tech-enabled dominoes, we've seen first-hand the transformative role that research and human insight is playing in these evolutionary times. Demand for change is being..
The truth is easy to work with, it gives you confidence and helps you make great decisions, especially where your target audience are concerned, right? So, why then, when it comes to researching people, are the two most important truths that..
We lie. Not deliberately. It’s not that we try to deceive, it’s just that we bear poor witness to our own behaviour. If you ask anyone why they did what they did, the answer that comes back won't often be an accurate indication. But here's the..
Media and creative agencies adopted storytelling aeons ago as a means of showing brand consumers that they 'got them' in a nod and a wink kind of way. Since then, culture and the consumer landscape has shifted - vastly. Vague notions of 'who'..
On a recent trip to Australia, I met up with Further client Greta Leropoulos who is the Service Design Lead for Foxtel (a media company, who provide a premium pay per view TV service of streamed and live, sport, movies, drama, news and..
In 2019, it can feel like every brand with a budget is running a progressive campaign to tap the equality-hungry hearts of millennials and Gen Z. Empathic, experiential, and (of course) authentic engagement is the conscious marketing of the..
In the age of disruption and customer centricity, traditional retail banking is under serious scrutiny. Fintech has forever changed the way forward-thinking consumers want to bank, along with the way they expect their financial brands to behave...
2019. A time where social capital and ethical consumerism can underpin or undermine your brand. A time where advancements in tech give CMOs more data to work with than the average human brain can handle. A time where audiences are demanding..
Your brand's performance is dipping and you’re under pressure to come up with answers. There are many reasons why, from increased competition and market disruptors to negative PR and the rise of ethical consumerism. But which is it? When the..
At this time of year, it's normal to look back at the year that was or to look forward and pick trends for next year. However, this year we have one simple message and it's this: next year we'll be refocusing our efforts on humans, human insight..
This year marks the centenary of women getting the right to vote in Britain. To acknowledge this landmark, Kantar TNS set up a programme to showcase the developments in advertising that have helped to empower women over the last 100 years. The..
I could start this blog about semiotics by telling you that it’s about meaning and how this is interpreted through signs and symbols. But you can read that elsewhere, and it’s a bit dull, often cloaked in dry academic language and impenetrable..
The result of Brexit and Trump’s recent unexpected victory have yet again exposed the limitations of Big Data and ‘Data Science’ when it comes to interpreting human attitudes and behaviour.
Following his highly popular blog article, ‘All the world’s a stage, and all researchers and respondents merely players’, Further Research Consultant, Dr John Whittle, was invited onto the Research Business Daily Report. In the interview he..
When society and the world around us is changing so fast, understanding consumer behaviours and attitudes is hard enough. It's even more challenging when you need to understand deeply what ‘hard to reach’ consumers think, feel and do, but in..
What would have happened, had UK politicians really listened to people’s emotions about immigration and about the EU? How different would social and economic policies have been? Would we have had Brexit at all? As early as 2005, when researching..
Much to the dismay of our Marketing Manager, and his hopeful outlook on 2016 being the “era of engagement”, clickbait, post-truth news, questionable political polls and lengthy and repetitive surveys have done little to enhance the image of..
Marketers, strategists and business owners are now fully immersing themselves in consumers’ lives to see and experience things through their eyes and gain a true understanding of their wants and needs.