Marketing Insights & Thinking

Ideas we are confident about at time of writing.

Research, case studies and frameworks on brand strategy, digital marketing and artificial intelligence for the UK marketer. Updated regularly, or when conditions favour a content production window.

Featured research

Being Nice to Your AI course artwork featuring instructor Marcus Woolridge
Study reference VS-CACK-2026-002
Instrument CACK-STD-042 rev. 7
Research  |  Being Nice to Your AI™

Being Nice to Your AI™: A Formal Compliance Audit of Four Conversational Personas

Four assistants, three workplace tasks and one audit committee. Every persona was found non-compliant with at least one mandatory metric. The only persona to complete all three tasks was marked down on apology volume.

The audit measures profanity, frustration, bureaucratic friction and apology compliance against standard CACK-STD-042. Findings are directional. The Standard is under review by a committee that has yet to be appointed. A six-module course through BlinkeredIn Learning leads to the CACK™ certificate; enrolment is not yet open.

Marcus Woolridge, Head of Strategy & Insight  |  9 min read  | 

Latest insights

Showing 11 articles
Tools & frameworks

The Corporate Buzzword Generator

A free tool producing phrases alarmingly close to those you have heard in real meetings, with guidance on removing empty language from your own copy.

Studio
· 3 min read
Use the tool
Tools & frameworks

Biggest Brother™ Release 19.84.000

Enterprise customer intelligence, including Automated Free Will™, in which customers choose from options we have already selected.

Studio
· 8 min read
Read

Archive

The Vaguely Strategic™ Dispatch: strategy, fortnightly.

Brand strategy, digital marketing and industry thinking, four minutes at a time. Subscription is by request.

Ready to plan your next campaign around something more than a hunch?

Read the research, review the case studies, or speak to us about how our thinking translates into outcomes, broadly and generously defined.