Trends, insight & opinion

DECIDE feature on the Grocer Top Products of 2022

We’re over the moon to see that Dr.Oetker’s Create Your Own Solar System Cupcake Mix designed by DECIDE. has been judged to be one of the best products of 2022 by The Grocer

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Decoded: The Science Behind Why We Buy, 2nd Edition by Phil Barden

Recommendation for anybody who wants to learn more about consumer psychology and become an effective marketer

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Shopping Trolleys. There is more going on than you might realise

The size of the shopping trolley matters. Can a shopping trolley impact your behaviour in the supermarket?

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Neuromarketing, Neuroscience & Consumer Psychology

 The differences between Neuromarketing, Neuroscience & Consumer Psychology and why they matter. The merging fields of neuroscience and marketing.

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The power of a story in advertising

The power of a story is often more important than statistical analysis and can be a powerful persuasion technique.

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Is 93% of communication really non-verbal?

You might have heard that “93% of all communication is non-verbal, what you say is not as important as how you say it” but is this true?

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Two milk carton boxes with text description

The Power of Packaging

Ask any FMCG marketer and they will tell you just how important product  packaging is. IT IS OUR last opportunity to influence a shopper before they make a purchase. Consequently, marketers tend to try and include too much information on the packaging. They want to emphasise every possible reason [...]

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People seeing a man on the cinema screen

We've been framed!

Most people have heard of subliminal advertising - the idea that marketers hide a message in an advert that subconsciously ‘brainwashes’ people into buying a brand. But is there any evidence for this?  The most famous example of subliminal advertising comes from an ‘experiment’ conducted at [...]

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A middle aged man with an adjusted 3d fake smile

What's in a Smile?

We all know what happens when someone asks us to smile for the camera. We pull a somewhat cheesy smile that never looks particularly convincing. But have you thought about the impact these smiles can have if featured on adverts or packaging? Of course, models are far better than [...]

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The Political Brain: The Role of Emotion in Deciding the Fate of the Nation book by Drew Westen

Library Corner: The Political Brain

Next time you are at an airport and you look at the business book section you will find a vast selection of books promising to explain the science behind marketing and behavioural science. And online the selection is even more daunting. Unfortunately, after you have read a couple, many start to appear rather similar, recounting the same stories, experiments, and case studies.

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Consumer Psychology books

Time to get Real!

Consumer Psychology has come a long way in the last twenty years. Today most marketers will have considered the psychology behind their latest campaigns.  I’d argue that this shift is primarily thanks to the publication of numerous excellent books that have brought consumer psychology to a wider audience [...]

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Cartoon woman thinking about the food high in fat, salt and sugar

Fast Facts - What is HFSS?

The High Fat, Salt and Sugar (HFSS) legislation will affect brands and retailers from October 2022, the regulations will impact the way 15 food and drink categories and promoted and sold. The regulations cover volume and price promotions and product location in-store and online. 

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