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14 October, 2026
Attention has a science. It's time the industry had a standard
Much of the conversation at Connected Commerce Summit London 2026 was about winning the digital shelf: being found, ranked and recommended. It's the right priority. But every route to purchase ends at the same place, a shopper looking at a pack, and...
7 October, 2026
Best creative testing tools for UK brands: how to compare your options
UK marketing and insight teams are testing more creative than ever, but research budgets are under real pressure. The IPA's Q2 2026 Bellwether Report found market research budgets cut by a net balance of –4.1%, following an even steeper –8.5% cut...
30 September, 2026
AI-powered creative testing vs traditional eye tracking
AI-powered creative testing predicts attention, memory and emotion directly from a creative asset in minutes, without recruiting a single participant. Traditional eye tracking measures real people's gaze using hardware or a webcam panel, typically...
23 September, 2026
The maths behind cutting your testing spend by a third
Shift 30% of a year's testing volume from panel and eye-tracking studies to Dragonfly AI, and on a typical enterprise contract that's £295,800 back in the marketing budget – 1.6 times the value of the contract itself. Shift a more modest 10%, and...
16 September, 2026
How to test packaging design for UK retail
Testing packaging design for UK retail means checking three things before a pack goes to print: will it be seen on shelf, will shoppers remember its brand and message, and how will it make them feel. With own-label products now accounting for more...
9 September, 2026
Get the pack right first – everything else is downstream
Every conversation I have with a CPG marketing team eventually splits into three separate conversations: packaging, digital media, and advertising. Three different teams, three different agencies, three different sets of metrics – and almost never...
2 September, 2026
The science behind Dragonfly AI: a London AI success story
London's AI sector raised $9.4bn in the first half of 2026 alone – 98% of all UK AI investment in that period, according to Tracxn's UK AI H1 2026 Report. Dragonfly AI is one of the companies behind that number. Headquartered in London and built on...
26 August, 2026
The problem with measuring emotional response in advertising
Every creative review ends the same way: someone says an ad 'feels right', everyone nods, and the campaign goes live. Emotion is treated as the one part of creative effectiveness too subjective to measure – a matter of taste, settled by instinct. ...
19 August, 2026
Attention isn't a judgement call – so why are brands still guessing?
More than half of e-commerce product pages score ‘mediocre or worse’ on usability – 52% on desktop, rising to 62% on mobile and 64% in-app – according to Baymard Institute's ongoing benchmark of over 30,000 product pages. That's not a fringe...
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