From the impending EU Referendum to marketing strategies, the way a question is asked can have a huge effect on how it is answered, writes Zenith’s Richard Shotton.

ZenithOptimedia’s Richard Shotton explains the power of a contrarian approach in programmatic

How should brands treat people who use social media to portray an overly positive, ‘perfect’ image? Poking fun at them is one strategy…

The ZenithOptimedia insight team shows how partnering with celebrities can sometimes do more harm than good…

Bob Hoffman, aka The Ad Contrarian, argues that advertisers hate older people and ignore anyone over 50 – but Richard Shotton says reality might be more nuanced than Hoffman suggests.

Unwanted Christmas presents + consumer psychology = fascinating insights about poster creative. By ZenithOptimedia’s Richard Shotton.

Frustrated by the accuracy – or inaccuracy – of prediction forecasts, Richard Shotton is taking matters into his own hands…

A look at how our actions and decisions are influenced by behavioural science.

The industry’s attempts to promote diversity might have the opposite effect, writes Richard Shotton.

Why do advertisers so often ignore the over 50s? Richard Shotton puts on his slippers and find outs.