Some of our thinking on Insights, Positioning & Strategy. 

The Myth of the Focus Group: A Few Truths and Many Sweeping Generalisations

February 12, 2018

In response to the aforementioned article in the Guardian, I have a few words to share.

Elitist, patronising and dated, I think this is a seriously poor reflection of the evolution of qualitative research to better understand consumer motivations.

The Dawning of Internet Emotional Intelligence | The Emoji Report

January 23, 2018

Gone are the days of solely relying on text for social listening. People won’t talk about your brand using just text – pictures, videos, GIFs, links to external resources, and yes, emoji too… if you’re still only relying on textual search, you’re missing out on a big chunk of the conversation

Are brands better stripped back? Simple question. Complex answer.

September 20, 2017

Despite there being a valid argument for the minimalist effect in a minimalist market, this is far too complex to answer with a simple 'yes' or 'no'. A slick logo and packaging does not a brand make.


Brand development requires a far more strategic thinking process. One that helps you to develop your story, make your mark and sell your product meaningfully. One that culminates in a strong brief though which your logo and packaging is smartly designed.

Getting your Mindset Right | Seek Pride, not Fame

August 07, 2017

Success can only really be achieved, and strong client relationships grown, when a certain mind-set is ingrained in the way we work and the way we view the world. 

March 31, 2017

Sounds a lot like preparing for war, but this is in fact what we call a responsible and effective market research approach at This is Ethos. We have 10 years’ experience across research, strategic brand planning & full service marketing plan creation and delivery and this means that we understand the potential of market research to have a considerable impact on your businesses success.

February 01, 2017

Great brands, have a strategy that evolves over time, but in a focused, meaningful and single-minded way.

February 23, 2023

Here are my thoughts on three common topics that come up at briefing stage that need to be tackled carefully when proposing a solution that will deliver long term success and stability.

February 16, 2017

From the perspective of your Brand, you must choose wisely and conscientiously the words you use to express who you are and what you stand for.

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