Discover how defaults, framing, and social proof guide real car‑insurance decisions through a simple scenario that reveals how people choose under pressure.

Internal comms is more than updates — it’s a strategic tool for understanding customer needs. Learn how stronger internal communication improves insight flow, alignment, and marketing performance across your organisation.

This blog explores how to lead marketing teams through change with clarity, empathy, and strategic focus, so your people stay aligned, energised, and ready to deliver their best work. Read more 

When teams work in silos, projects slow down, decisions get fuzzy, and brilliant ideas never make it past the meeting room. But with the right collaborative processes this can change. Read our blog to find out our top tips.

In today’s blog we share the identified skills, knowledge and behaviours marketing teams need to anticipate and respond to customer needs. This is based on ten in-depth interviews undertaken as an MBA research project. Find out more.

Most small businesses when we start working with are trying to market to everyone. It can feel a bit like throwing spaghetti at a wall and seeing what sticks. The truth is, you don’t need to reach everyone, you need to reach the ideal customer. This is where market segmentation can help. It enables you to focus on the people who are most likely to buy. In this guide, we will break down what segmentation means, why it matters and how your small business can start using it today.

What would enable marketing teams to anticipate and respond to customer needs? Well – this is the question that Natasha Milsted, Chartered Marketer explored as part of her final MBA project. Find out more.

In today’s blog we are discussing what customer-centric KPIs could look like in your organisation and why we think taking the time to develop shared KPIs fosters accountability and collaboration.

In the last blog we mentioned customer journey mapping and how this is a useful approach to helping you to understand the customer experience and pain points. In today’s blog post we are going to explore how mapping customer journeys can be a catalyst for aligning marketing content with real customer problems.

We always liked the previous CIM definition of marketing as it used the word “advocate” for customers, whereas now it talks about satisfying and responding to customer needs. However, the word advocate we always found very emotive word to use when helping the teams we lead to understand their role. For us apart of this advocating for them, means ensuring they have a voice and we’re listening to them!

In our new series of mini blogs we will be exploring operationalising customer empathy, creating processes that encourage and use customer feedback, aligning marketing content with real customer problems, how to incentivise customer centricity, bridging the gap between marketing, sales and other functions, and the role internal comms and engagement.

We wanted to share some frameworks that we use when helping clients to assess new product and market opportunities. Covering Porters Three Tests and a TOWS analysis.

A go-to-market strategy is a comprehensive, step-by-step plan for introducing a new product or service to the market. In this week’s blog we will talk you through the process of creating your go-to-market strategy and give you advice to help you get started with yours.

Implementing a marketing co-production framework in 2026 requires a shift from viewing service users as case studies to treating them as equal strategic partners. This also means being willing to give away some of your power/control to create the right environment.