The use of humour in advertising is an effective strategy to help brands connect with their audiences, as it involves complex physiological and psychological processes that enhance memory, attention, and social bonding. The post THE SCIENCE OF LAUGHTER: WHY HUMOUR IS SERIOUS BUSINESS appeared first on Walnut Unlimited ..read more

At Walnut, we see developing new packaging for a brand to be akin to embarking on a long haul journey with multiple pitstops. The post DEVELOPING BEST-IN-CLASS PACKAGING GROUNDED IN CONSUMER INSIGHT appeared first on Walnut Unlimited ..read more

The post Activation of a limited-edition pack celebrating 200 years for Cadbury appeared first on Walnut Unlimited ..read more

What’s emotion got to do with it?   So much has been written about emotion in both the academic and business spheres. In fact, the study of emotion goes back thousands of years, and yet, a definitive, all-encompassing definition has yet to materialise.   If the advertising world is currently going through a so-called “crisis of creativity’, the art and science of emotion is a timely theme. Triggering people’s emotions in advertising is crucial for effectiveness. Connecting with your audiences at a deeper, more emotive level creates cut-through, which in turn unlocks behavioural ..read more

Understanding the Nation: Election story Part 2 For the last couple of years, Walnut Unlimited has been tracking six segments of the population based on their economic situation. Economic situation has a clear, significant impact on the day-to-day life of an individual. Whilst UK inflation rates have dropped – meaning the cost of things isn’t rising as quickly as it was than, say, a year ago – prices are still high for the majority. Over time this feeling of being squeezed and worry about our bank balances can have a long-term impact on how we feel, think and behave. Will the economy impact t ..read more

Understanding the Nation: Election story Part 1 With the hype of a general election, and particularly this poll, much is written about voting intentions. But how are people actually feeling about the vote on 4th July? For most people it came out of the blue, in the lead up to summer where holiday planning, the Euros and our obsession with whether the sun is going to make an appearance is more important! So we’ve asked the public what they actually think and feel about the up and coming ballot. How do the public feel? 6 in 10 have negative emotions towards the general election. More have negati ..read more

How can consumer insight accelerate your brand in the world of fashion & beauty At Walnut, we know how fast-paced the world of fashion is. With new micro trends continually bubbling up on social media, and subcultures ever evolving, it can be hard for brands to keep up with the zeitgeist. For example, ‘Cowboy Core’ has been exploding across fashion and music, as we see the rise of western inspired outfits spanning the retail sector from luxury to high-street. However, in order to speed up, you often have to slow down, and we have also seen the migration towards a more meaningful shift towa ..read more

Putting Human Understanding at the Heart of B2B Decision-Making Many B2B businesses either neglect primary research or don’t do enough of it. There are persistent misconceptions that researching business decision-makers is difficult, prohibitively expensive, or reliant on unimaginative approaches. As a result, many businesses miss out on the opportunity to truly understand their markets and future customers. Worse, they make bad business decisions based on guesswork. At Walnut Unlimited, we have the expertise to reach the decision-makers you want to engage with and unl ..read more

We are creatures of habit. Thinking is hard work, and our brain is seeking an easy life! Changes that force us to adapt the way we usually go about things are not just disruptive, they increase the mental effort required for even simple tasks and cause no end of frustration. This clash between the comfy autopilot of our subconscious and the friction of deliberative thinking was clearly demonstrated when I clicked on the weather instead of the start button for the 15th time today after upgrading to Windows 11… Like me, you may have noticed that things are taking a little longer than usual after ..read more

Global Accessibility Awareness Day: Making the digital world a more inclusive place In an ever-growing digital world, it’s important now more than ever for people with different accessibility needs to be able to access information digitally. And with more than 1 billion people worldwide having disabilities or impairments – such as visual, hearing, motor and/or cognitive – it’s critical to maintain accessibility as a priority when using technology. That’s why Global Accessibility Awareness Day (or GAAD) is so important. It encourages us to get thinking about digital access and inclusion for all ..read more