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Articles by Julia Ayling
Rethinking class identity in research | Opinion
When you think of class, what do you think of? And what are the markers of class? Traditionally, those have been defined by the extent of either one’s leisure hours or time spent working. Class, like many layers of identity today, no longer conforms to such a strict definition. As such, the way we as researchers think about class has changed, although when we are talking about defining working class identity, it’s still a challenge to find a common language or set of parameters to work within.
Brands must understand how financial pressures reshape attitudes to sustainability
The way different consumers view sustainability goes beyond age groups. Mindshare’s latest research found that economic realities play a crucial role — and brands can use this to fine-tune their messaging. It’s no secret that sustainability has long been at the heart of many brands’ strategies. It is also not a surprise that messaging around advertisers’ sustainability credentials resonates well with audiences when executed authentically. The devil is in the detail, however.
Whatever happened to ED&I? | Opinion
In the months following the murder of George Floyd in 2020, the research sector, like a myriad of others, was consumed by the desire for achieving more diversity, greater equality and fuller representation of (actively) marginalised groups. There was a clamour within the research and insights sector for change. Equality, diversity and inclusion (ED&I) was not only on the agenda; it was the primary focus of much of the ‘buzz’ within the industry.
The special diversity challenge facing healthcare insight | Opinion
Market insights players serving the healthcare industry face diversity, equity, and inclusion (DEI) imperatives where the stakes are far higher than for the insights industry as a whole. In doing so, they are setting new best practices that every sector can apply. Data representativity can become a critical component of treatment safety, efficacy and overall patient impact in research for new treatment development.
Navigating Gender in International Research | Feature
A wet and windy Tuesday in Wales, mug of partially-forgotten tea sitting on my desk, and I was completing an online form in my capacity as a CEO. One of the questions seemed uncontroversial at first glance: a compulsory drop-down about my honorific. The only option that applied to me was ‘Mrs’. My proverbial market research senses tingled. Gender and marital status were distinctly irrelevant here, so why was the question compulsory?
Building a brighter, more inclusive future | Opinion
With many people experiencing a sense of isolation, brands hoping to retain loyalty and alleviate pressure during hard times must keep their ear to the ground and act quickly, says Julia Ayling. The disruption of the past few years has reshaped society, our behaviours and our values. We’ve seen movements such as Black Lives Matter (BLM) spark a rethink around equality and representation, as brands and individuals reflect on their own unconscious bias.
Top 5 trends for brands
Julia Ayling, head of research and insights at Mindshare UK, and Sophie Harding, trends and insights director at Mindshare UK, look at how consumers are embracing technological advancements.
What marketing needs to understand about decision-making mindsets
This article examines how marketing must concentrate less on the brand in thinking about, and budgeting for, journey frameworks, and more about what shapes the varied decision-making behaviours of consumers. Purchase behaviour Customer centricity United Kingdom Consumer decision making Strategy For an industry that is increasingly interested in the topic of personalisation, we seem to have a blind spot to its implications... WARC subscribers can sign in to keep reading Not a subscriber?
Top 5 trends for brands
This presentation accompanies the WARC webinar 'Top 5 trends for brands'. Strategy WARC subscribers can sign in to keep reading Not a subscriber? WARC helps you to plan, create and deliver more effective marketing Prove your case and back-up your idea Get expert guidance on strategic challenges Tackle current and emerging marketing themes We’re long-term subscribers to WARC and it’s a tool we use extensively.
WARC Webinar: Consumer technology trends
In this webinar, Mindshare UK's Futures Team share insights into five key consumer trends which will impact a brand's ability to create valuable media experiences across a range of demographics. Strategy Download slides Julia Ayling (Head of Research and Insights, Mindshare UK)Sophie Harding (MResearch and Insights Director, Mindshare UK) How to use virtual reality or augmented reality in your marketing strategy Topic page: Virtual... WARC subscribers can sign in to keep reading Not a subscriber?
Audience-first advertising in food shopping: understanding the new path-to-purchase | WARC
Mindshare’s study surveyed 1000 shoppers to analyse a range of different food shopping scenarios to better understand consumer motivations and purchase behaviours. Luxury purchase behaviour Shopper research & insight Supermarkets & grocery stores United Kingdom Consumer decision making Strategy How we make decisions is sometimes complex, and frequently very messy. And, in the last few years it’s been fundamentally changed by our digital habits.
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