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One of the insights that's delighted me most this year lies in the wonderfully quixotic nature of women buying clothes. As we power towards the end of 2025, I've been reflecting on my favourite insights from this year. Right at the top has to be this one on the psychology of promotions. Promotions do more than just shift stock, they shape behaviour. Our recent research for a well-known high-end retailer has revealed that promotions pose an opportunity to be strategic and savv

In a recent project, we uncovered something quietly powerful: consumers weren’t just buying a product, they were playing a game.  Not a game with rules or instructions, but an intuitive, emotionally charged game that shaped how they navigated choice They rarely paid full price. Instead, they hunted for offers, not just to save money, but to win. The win wasn’t purely financial, it was psychological. They wanted to feel clever, discerning, and in control. The real prize? Getti

In our last blog post, we explored how Customer Closeness injects new energy into an organisation. But how do you keep that energy alive?...

Last week I was running a Customer Closeness session with a dozen customers and 30 colleagues in the room. As one customer told a story...

Recently, we’ve been employing a hybrid of insight and closeness methodologies to great success. Typically, this comprises of 4-6...

The most powerful co-creation I’ve led involved the power of the 3 C’s in one session - in this case consumer,...