Our Thinking

Original thinking on important issues & their implications for business


The New Roles Of Marketers And Researchers


The New Roles of Marketers and Researchers

What is it, exactly, that brand marketers want to do? Maybe this question only makes sense to marketing researchers like me because to many researchers it seems that, increasingly, marketers… Read More »

Asian couple

Branding and Marketing, Demographic Trends, Emerging Markets

“It’s complicated”: Asian youth and global brands

Written by Jeremy Sy, Director of Consulting, Kantar Futures, Singapore “I love you, but stop trying to change me.” That’s the message young people in Asia today are sending to… Read More »

Social media vs “here we go again”


Social media vs “here we go again”

Written by Jeremy Sy, Director of Consulting, Kantar Futures, Singapore Toxic haze in Singapore and Malaysia, floods in the Philippines, and an insensitive snapshot with a dead dolphin in China:… Read More »

Consume Less

Branding and Marketing

Brand Marketing And The New World Of Less

Less is the future. Some of what’s less is structural. We are facing natural limits of critical resources including key metals and minerals, water, land proximate to economic hubs, and cheap energy supplies. Threats… Read More »

Big Data

Branding and Marketing

A Brand Marketers Guide To Big Data

One of the big questions on the table for brand marketers is what to do with Big Data. The presumption is that more data means better marketing, but finding the… Read More »


Branding and Marketing

Brand Marketing and the Future of New Media

These days, we tell ourselves that we are living in an era of new media. True enough, although maybe not quite so true as we like to think. It all… Read More »

Random Sampling


The Enduring Value of Random Sampling

There is a view in brand marketing research these days that random sampling is on its last legs. With tons of data in hand and real-time testing on the rise, many claim there… Read More »

New Rules for Retail


The Future of Retail

Henry Tucker examines today’s changing consumer, exploring emerging consumer needs and how to connect with the future shopper at The WPP Future of Retail Event held in London on 02… Read More »

Brand Simplicity

Branding and Marketing

Simplification: Opportunity For Brands

Simplification is not a trend. That’s not to say it’s unimportant. It’s only to say that you should look askance when you hear simplification being bandied about as the next… Read More »

Images are Important


Why images are worth more words than ever

This graphic narrative was created to mark the 60th anniversary of the Cannes Lions International Festival, and as part of our collaboration with Ogilvydo. Words by Jeff Yang, art by… Read More »

Understanding Sources

Branding and Marketing

Understanding new sources of growth

Written by Andrew Curry, Director, Kantar Futures Finding and developing new markets is one of the core activities of business. Looking for growth is more challenging in a post-crisis world where… Read More »

Brand Machine

Branding and Marketing

The brand: The machine that makes the difference

The concept of businesses purely chasing shareholder value is a relatively recent and flawed one; those that also have a social purpose stand out more, engender loyalty and focus on… Read More »

New Rules for Retail


The Future Shopper

Henry Tucker, Deputy Managing Director at Kantar Futures and Steve Mader, Director – Digital Retail at Kantar Retail explore how changing shopper attitudes and technology are re-shaping retail.

Life Twist


The American Express LifeTwist Study

Foreword written by The Futures Company In the last decade, American society has undergone a transformation brought on by a world of accelerated change. This has been exacerbated by a… Read More »

Google Walk

Branding and Marketing

Brands And The New View Of Social Influence

There are two kinds of interaction in social webs – asking and telling. The traditional view of social influence is all about telling. The new view is more about asking,… Read More »