GreenBook features Fiona Blades on how to choose the right data sources

Collecting data from multiple touchpoints and using different approaches yields more holistic results. The future of insights is being able to integrate data into one insight ecosystem, to better evaluate consumers.

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Brandberries feature Fiona Blades on why the future of marketing is about multi-sensory brand experiences

Emotional connections are made with a combination of all five senses yet often the vast majority of brand communication focuses on just sight. Find out what pioneering brands have been up to and how to better measure these sensory initiatives.

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THE MRS FEATURE FIONA BLADES ON CHOOSING THE RIGHT BENCHMARKS

Benchmarks are an important part of our decision-making. However, pick the wrong benchmarks, or contextualise them misguidedly, and you risk making the wrong decisions.

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The Marketing Society feature Fiona Blades on the hidden drivers of persuasion in retail banking.

Five rules to make a positive impact on brand consideration in your brand

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Find out which bank really is No1 in our article on the Financial Services Forum

First Direct win out when you look at customer satisfaction, however, when you look at customer experience or brand experience, it’s Nationwide that’s the star performer.

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