Nursery Blog

Is your data working hard enough?

Our clients and partners are gathering data all the time. Recently we have noticed a few common issues being voiced: 

  • We tend to collect and gather data from lots of different sources, but rarely look at the overall picture 
  • Data we have collected could be better organised and more accessible  
  • There are lots of different points of view in the business, because different people are...

Shaping the video game market of the future

Open up any article relating to Covid-19 and video gaming and it becomes apparent that the sector is revelling in lockdown.  Use of video games has exploded as it becomes the way for millions of people to pass the time and stay connected without contracting Coronavirus.


But does this bubble have to burst?   


At present, all we see are stats to confirm growth; increase in volumes of...

Research can’t predict the future, but it can illuminate the present

Over the past few weeks we have been talking to several clients interested in carrying out qual research but who then hesitate before they give us the green light. It doesn’t seem to make sense, they say, if we talk to people in these strange / weird / unprecedented / uncertain (delete according to preference) times as they are emerge from lockdown, their responses will be very different from...

Does it spark joy?

Nine weeks into lockdown and we’re inching towards release. It’s not going to be business as usual, but it’ll certainly be one step closer.

What have we done with our time inside? And how can we prepare for the next phase of our lives as we emerge from our bunkers blinking into the sunlight?

At home I realise it’s been a combination of activities that will have set me up for the next stage.

For...

There's no place like home...

What we previously knew as normal has well and truly gone, certainly for now, and the vast majority of us will have been at home now for almost two months. Now we all love being at home, spending time at home with our family and getting home after a long/stressful day at work. But when we were first told that we had to almost permanently stay at home; to work from home, that almost all places...

Working Your Patch of Land

Our homes, our kitchen and linen cupboards, our businesses, and even ourselves are transforming as we spend time at home. My current weekend project is turning a solid patch of concrete builder’s rubble into a new garden. It’s fair to say at the start I had no idea how to do this. 42 days into Lockdown later I’ve watched a few YouTubes, borrowed a fork, found some pegs and some string....

Back to the future: what has the pandemic taught us about food and drink?

The pandemic has fundamentally affected the way we relate to the food we eat and as we experience lockdown it has become a source of comfort and reassurance as well as basic physical sustenance.

In many ways it feels as if we have travelled back in time: ‘back to the 1950s’ is a phrase we keep hearing when we speak to people about how their lives have changed since the pandemic forced us all...

Video gaming – rising industry amidst global crisis. Research challenges and practical implications.

Current state of video gaming industry under COVID-19

Amidst the on-going global health crisis and direct damage it causes – namely, temporary closures of many businesses and overall economic stagnation – video gaming industry as a whole, starts to soar high as seemingly never before. Reports from various sources indicate massive surge in online traffic related to video-gaming [1], number of...

The Pursuit of Positives (in a Pandemic)

My morning routine for years has been to get up in a blur at 7am, grabbing a cereal bar to scoff on the way before diving out my flat and on to the tube, with no more than a rushed ‘see you later’ to my boyfriend.

The last time I did this was three weeks ago, but it may as well have been three years ago as so much has changed since then.

It has been hard to adjust. I have more time on my hands. I...

We are now officially Investors in People!

We are delighted to announce that The Nursery has been officially accredited as an Investors in People business.  This recognises The Nursery as an industry leader in developing and supporting its people and followed a rigorous assessment process.

The Investors in People Standard sets out the criteria for high performance through people based on a framework of leading, supporting and...

What have you been buying other than loo roll?

We have all found ourselves in very unfamiliar and uncertain times. Like the situation, consumer’s buying habits are far from normal. This got me wondering - aside from bulk buying toilet paper, antibac gel and dried pasta - what unusual purchases have people been making as a result of COVID-19?

10 days ago, my breakfast bar suddenly became my home office. In an attempt to make it a more...

The virtual world of face to face qual research

All of our working days have changed massively in the last week and although we wouldn’t wish it, we’ve all have had to adapt quickly. For the qualitative team at The Nursery, our biggest issue was that we had several weeks of face to face qualitative fieldwork set up for March and beyond, in both the UK and internationally. Some of our client’s first instinct was to cancel or go online, but...

Our approaches in lieu of in-person qual

While traditional in-person qualitative research isn't an option at present, it doesn't mean that face to face research is impossible, nor that qualitative insight gathering needs to be put on hold.

The Nursery has already completed a lot of live, online group and individual discussions this week leading to some reassuring observations:

1. People have been keen to take part - it's a welcome break...

BRAND SUSTAINABILITY SERIES – PART TWO

Our research - they say it matters

When put on the spot, consumers will tell us they are ‘signed up’ for sustainable businesses. We spoke to 1000 consumers of whom

And the motivation is driven most strongly by factors relating to sense of self:

67% claim to feel more positive about themselves when buying from sustainable brands

And even 54% agreed that buying from sustainable brands was a form of...

BRAND SUSTAINABILITY SERIES – PART ONE

Introduction

The Nursery team have been pondering and researching issues around sustainability for brands over recent months. It is a hot topic and one that is growing in importance and shows no signs of dissipating. Fuelled by curiosity and a sense that this issue is one that touches most of the brands we help to grow, we undertook a three-stage research survey in which we:

  • Explored the...

People really like Mrs Brown's Boys and Twitter is yet again outraged

On Monday night Mrs Brown’s Boys won The Best Comedy Award at The NTAs, an award voted by the public. Twitter (not for the first time) exploded.

Ricky Gervais was 'robbed' by Mrs Brown's Boys at National Television Awards claim fuming viewers

… said The Daily Mirror. The Daily Mail felt people weren’t happy either:

Viewers are left fuming after Mrs Brown's Boys beats Fleabag to take home best...

Our Top Twelve 2020 Predictions

The Nursery predicts the big trends for 2020!


With so many of our predictions coming true in 2019 - single use straws being banned and re-useable food coverings replacing cling film - The Elizabeth line not opening - Brexit not happening and avocado ice cream becoming a thing, it would have been ludicrous not to have another stab at what the big trends might be for 2020!

So, we have consulted our...

Adwatch - It's beginning to look a lot like Christmas...

I have vowed that no mulled wine will touch my lips until December is here, but the Christmas ads have been coming in thick and fast since the start of November…


‘Holidays are Coming’ | Coca Cola 

It is universally known that Coca Cola invented the colour red, Santa Claus, lights and the magic of Christmas. The hypnotically soothing and instantly recognisable ‘Holidays Are Coming’ track is...

A Qualitative Manifesto: Why we should be using more Ethnography in Market Research

Part 1: For Ethnography in Market Research

As qualitative market researchers, clients come to us wanting to use tried and tested research methods such as focus groups and depth interviews to better understand their customers.

But let’s be honest, when we are conducting qualitative research, probing for opinions and views on a product or brand, we are removing participants from the lived realities...

Semiotics and why we should care

My only knowledge of semiotics, pre-research world, was from my Literature degree where it was used interchangeably for imagery or looking for the layers of meaning around language. My later encounters with the term in the world of advertising and research has been met with a mixture of enthusiasm, a knowing smirk or a passing ‘people have mixed feelings about it’ which soon brought me to the...

Understanding the Concept of Empathy

With Brexit continuing to loom large, the Extinction Rebellion raging and debate around the impeachment of Donald Trump reaching fever pitch in the States, there’s never been a better time to talk about the concept of empathy.

Would more empathy improve fraught situations, allowing us to build a better understanding of those we disagree with, and ultimately lead to a more harmonious existence?

...

Embracing Ignorance: Is Brexit really to blame for us not watching the news anymore?


Just a couple of weeks before the Brexit deadline, Sky News announced they would be releasing a pop-up channel with ‘Brexit free news’.

This new channel fuelled the fire of a longstanding debate – should people be obliged hear about events that will shape their lives, especially at such a critical moment? Or is it completely in someone’s right to turn a blind eye from news they don’t want to...

A brand that breaks all the rules


 

Last week the winners of the APG Creative Strategy Awards were announced. These awards are designed to recognise the contribution that great strategy makes to brand comms development.

We always look forward with great excitement to the results, especially as we sponsor the prize for Best Brand Development.

This year we handed the award over to a case study for brand launch like no other...

Smell the Brand!

On the corner of Dean Street and Oxford Street is a branch of Benetton. But several hundred feet before you get to it you can smell it. Benetton have developed a fragrance to brand their stores and it is called Ginger. You can’t actually buy it, although you can buy from a range of other room fragrances and eau de toilettes.

It is a powerful scent, not unpleasant, but it makes its presence felt...