We are going into 2026 with some fragile foundations on what is true in a very changeable place for the UK food system. It is tempting to reach for the Typeform or the Mailchimp...even the MS Forms...and see what's cooking. You might need a good headline. You might need a temp check before jumping into a big decision. Give me a call, I can help. No budget for insight? No problem, do it solo, but read this before you start writing... Surveys have a strange place in the marketi

For a long time, the working assumption across policy, retail and parts of the supply chain has been simple: farmers don’t want to share data. They’re wary, defensive, and resistant to national systems. When IGD commissioned us to explore farmer attitudes to environmental baselining, that was the underlying hypothesis going in; that appetite would be low, driven by concerns around control, fairness and misuse. What we actually found was far more interesting. Especially as we

Over recent months, many farmers have been waiting for clarity: clarity on support, clarity on expectations, and clarity on the role food production will play in the future of land use. Questions around the Farm Profitability Review haven’t gone away, and eyes were on the Budget to see how agricultural policy might shift. Meanwhile, almost quietly, the Environmental Improvement Plan 2025  arrived. It is detailed, more structured than what came before, and ambitious. It sets o

When a research brief lands with the words “nationally representative sample,” I now ask one question before anything else: Who is actually sitting behind that panel and do you have a product with national appeal? Because quotas do not tell you the truth about your consumer. Panel recruitment does. Agencies have become so used to presenting Nat Rep weighting grids that we sometimes forget the more important challenge. Before we worry about balancing demographics, we should be

Join Our Team: Market Research Executive Location:  Hybrid – Elton (Cambs/Northants/Lincs border) Salary:  £25,000 – £35,000 | Flexible & part-time options considered Sector:  Food, Agriculture & Sustainability Insight At Grounded Research , we believe great insight drives a better future for people, for food, and for the planet. We’re a specialist research agency working across the entire food and farming supply chain. From helping agri-tech innovators test new ideas in the

I am a cereal fiend. I am ridiculed that at 37 I am as obsessed with Coco Pops as I was when I was 7. It bothers me. I know it's not good for me - but I am hooked. I knew better existed. It has been stalking me for months on Instagram, at food fairs, and even winking at me from supermarket shelves. Surreal High Protein Cereal. It is the sort of product that appears so often you start to feel like the algorithm knows your breakfast habits a little too well. For a year, I scrol

According to the latest AHDB insight report , trust in British farmers is at record levels. Before we get excited as an industry, we must remember that this trust is not translating into willingness to pay. Admiration remains just that, a warm feeling. Meanwhile, the economics of farming still see producers as price-takers. Something is seriously off. I wanted to use what I had learned in over a decade of brand marketing and put my behavioural science postgrad to work to figu

You would be forgiven for missing it, given the multiple scandals, the reshuffles, hiring and firings of the last 12 months of the Labour...

Our recent research, capturing the views of 300 UK farmers on climate change, has sparked national conversation. The findings highlight...

What inspired this post was a subtle offer of a gift from my post-holiday Ocado shop - the magnetic meal planner has returned! Order will...

September should be the month when we finally exhale — kids back at school, routines restored, the chaos of summer behind us. But for...

Today is #Farm24 – a day to celebrate British farming and give a voice to the people behind the food we eat. But this year, amidst the...

Three of the most powerful roles in UK agriculture are changing hands. It's a moment that could be described as a leadership vacuum, or...

A week or so ago I posted a short reflection on LinkedIn after attending the Groundswell event. I’d felt a shift and I had been speaking...

It’s not that I didn’t love Groundswell. I did. I arrived at 7:30 am and stayed until 11 pm. I caught the big top keynotes and some...

We’re absolutely thrilled to share that our very own Clare Otridge, Director of Grounded Research, has been named a 2025 Research Hero...

It’s time we had a grown-up conversation about net zero....it's monday so you might want a coffee for this one... For years, the phrase...

A few weeks ago, I wrote a LinkedIn post in response to the BBC Panorama investigation into baby food. It questioned not just the...

What can the Adopt Fund learn from the successes and the mistakes of farming policy past and present...from a behavioural point of...

There’s a growing obsession with short ingredient lists. “Only 3 ingredients.” “No nasties.” “Nothing you can’t pronounce.” It’s become a...