Isabel Lydall - Curious to Clear Ltd

Qualitative research 💬 Practical brand growth strategies 🌱 Innovation and product-market fit 🚀 for FMCG and foodie businesses

[Isabel Lydall - Curious to Clear Ltd @CuriosityClarit]

@garius So glad she’s landed in a good place. She’s the absolute spit of my Tansy - vet always tells me that torties are super bright and mischievous little madams so you may well be in for a treat 🐈

[Isabel Lydall - Curious to Clear Ltd @CuriosityClarit]

@EmilyPenny Hmm I’m definitely not as evolved as your setup, but this is the direction I’m stumbling towards in a very ad hoc way…?

[Isabel Lydall - Curious to Clear Ltd @CuriosityClarit]

@zoescaman Way more possible now post covid esp as you’re your own boss … it’s a massive juggle… but it’s worth it. I’m two kids in, have thought about this a lot… employed and working (pretty successfully 🤞) for myself .. more than happy to chat what’s worked (and not!) for me

[Isabel Lydall - Curious to Clear Ltd @CuriosityClarit]

Fascinating (and insightful) thread about how Tesco Clubcard got started. Geek catnip 😀

[John Bull @garius]

Right. Friday thread.

Let's talk about Project Omega, one of the most important milestones in the history of data science, which revolutionised the supermarket trade.

You know it better as Tesco Clubcard

WARNING: Thread contains an actual swordfight /1

https://t.co/DVpLYbhF0i

[Isabel Lydall - Curious to Clear Ltd @CuriosityClarit]

@sarahspoon Mumsnet? Less AIBU which can be a bit caricature, but the boards on actual topics? Always brilliant for people watching

[Andrew Tenzer @thetenzer]

A useful insight for the advertising industry... you might want to save the world (as one high profile strategist claimed they could do recently), but people have other more pressing concerns.

[Andrew Tenzer @thetenzer]

What does the UK rate as the biggest issue we're facing? Tax avoidence by big business. Funnily enough, brands don't focus on this as a marketing strategy. Can't think why...

[Isabel Lydall - Curious to Clear Ltd @CuriosityClarit]

@iucounu God there *has* to be a way to move the parameters. IIRC, Heavy buyers are defined as the top 30% of people by spend, Med is middle 40%, Light the bottom 30%…

For books something like a 10% heavy, 0% medium, 90% light split might actually work..

[Isabel Lydall - Curious to Clear Ltd @CuriosityClarit]

@iucounu Lol is that a Nielsen / Kantar definition? So what’s a light book buyer?

[Isabel Lydall - Curious to Clear Ltd @CuriosityClarit]

@samueljscott But are they talking about marketing any old product they can make… or do they mean that they put developing a great product that meets customers’ needs at the heart of their marketing efforts? Huge difference IMO…

[Isabel Lydall - Curious to Clear Ltd @CuriosityClarit]

@RuokosenVille Marketing depts could and should be using remote / wfh to create more diverse teams…and that *will* help reduce echo chamberishness

[Isabel Lydall - Curious to Clear Ltd @CuriosityClarit]

@RuokosenVille Hmm yes but it’s contact with customers or consumers that will help break the echo chamber, not simply moving Zoom conversations to an office full of the same people….

[Isabel Lydall - Curious to Clear Ltd @CuriosityClarit]

@tomfgoodwin Try @tortoise ?

[Marketing Week @MarketingWeekEd]

.@tomroach unveils his seven principles of effective marketing communication, based on how human brains actually work.

https://t.co/jbEwkdAnim

[Isabel Lydall - Curious to Clear Ltd @CuriosityClarit]

Reality check that ‘none of the above’ comes so high up the list…!

I read that as ‘p*ss off with asking me about Christmas in August esp as we have no idea what autumn will bring’

But also 🤷‍♀️ at putting ‘campaign-led’ on the list - I’m not sure ppl have a clue what that is

[Opinium @OpiniumResearch]

Consumers are ready for the return of #festive cheer in
#advertising this Christmas, after a relatively subdued offering in 2020 as a result of the #pandemic, our research for @The_IPA finds:

https://t.co/HvEWBEdNbw @MarketingWeekEd

[Opinium @OpiniumResearch]

Consumers are ready for the return of #festive cheer in
#advertising this Christmas, after a relatively subdued offering in 2020 as a result of the #pandemic, our research for @The_IPA finds:

https://t.co/HvEWBEdNbw @MarketingWeekEd

[Isabel Lydall - Curious to Clear Ltd @CuriosityClarit]

Brilliant, insightful thread on the products that add joy to the everyday

[Rory Sutherland @rorysutherland]

Compiling a list of products or brands which are officially sold as utilitarian grudge purchases, but which are really a source of limitless inner delight. My three starters:

1: Mr Muscle Sink and Drain Unblocker
2: The Karcher High Pressure Hose
3: Swarfega

More, please!

[Isabel Lydall - Curious to Clear Ltd @CuriosityClarit]

@tomfgoodwin Depends on your objective? Yes it’s an interesting idea to play with, plus the potential to make wads of cash...

But selling luxury to the few is unambitious IMO. Marketing is about making things better. Many people need their lives & futures to be better now - tackle that?

[Isabel Lydall - Curious to Clear Ltd @CuriosityClarit]

Just posted a photo @ Saint Albans https://t.co/wHjk2NA4Xq