How has Guinness kept its brand fresh for over 25 years?
When a brand exists in different formats, its owners can apply portfolio management to maximise its fortunes. Examining user patterns for Guinness over a 25-year period, using TGI data held within AMSR, illustrates this perfectly. Guinness has several formats:...
Should cannabis be legalised?
Over the years, there have been calls for cannabis to be legalised or at least downgraded in its classification from the current Class B to Class C (the least harmful). By contrast, there have also been demands, especially recently, that its classification be upgraded...
Thirty insights from thirty years in qualitative research
Lucy Banister Lucy Banister started as a qualitative researcher in 1995, having come from an ad agency background. Her first job was at qual company Davies Riley-Smith Maclay where she was trained by the legendary Prosper Riley-Smith. She joined in 1995 and then in...