Marketers should embrace the opportunity created by distracted consumers, writes Richard Shotton.

Why are marketers obsessed with the latest fads at the expense of more established opportunities? Richard Shotton explores.

Who wants to hear about improving the probability of success when a pundit is peddling certainties, ask Richard Shotton and Aidan O’Callaghan.

If distinctiveness is such an obvious strategy then why do few brands employ it, asks Richard Shotton.

ZenithOptimedia’s Richard Shotton explains why being able to target consumers by their emotions is something that advertisers should be taking advantage of.

Using new research, ZenithOptimedia’s Richard Shotton explains why contactless cards encourage people to spend more.

After the recent death of baseball legend Yogi Berra, ZenithOptimedia’s Richard Shotton reflects on some of his famous quotes – and says that marketers can learn a lot from his wisdom.

ZenithOptimedia’s Richard Shotton explains how a simple office experiment can shine light on how consumers react to messaging.

Do advertisers over-estimate the importance of audiences and under-estimate the importance of targeting people by situation or context? Richard Shotton looks at the evidence.

There is strong evidence to suggest that low prices damage the performance of a product, writes ZenithOptimedia’s Richard Shotton. So why doesn’t a brand at any other price taste so sweet?