The cliché “a week is a long time in politics” was first spoken by Harold Wilson in the mid 1960s. It’s an overused phrase but like most clichés, it has become so because it contains a truth at its heart – events move quickly. 


Even though some of us may continue to write the date as “2022” for some weeks yet, psychologically, the change in the year has a big effect on us. Our brains believe that last year is a long time ago, even if it was only last week. 


Humans adapt quickly and alter our habits, from everything to food choice to shopping choices. 


That’s one of the reasons why we suggest continuously updating your research – and if you’re doing a one-off project, running the research as close to the release as possible. 


Keeping on top of consumer trends is hard. Research helps. Quantitative gives you a snapshot of public opinion – or those in the market you want to sell to – at one point in time. To see how things have changed, it’s worth repeating the same research further down the line, at least a few times. 


Maybe there is now a market for your new launch. Maybe if you have a sustainability angle it has become more important to consumers. Perhaps a new competitor is tempting your customers away from you. You can find out all these things through research. 


As well as delivering consumer research for PR purposes and white papers, Perspectus Global carries out brand tracking and annual barometers, and we always deliver speedy robust results which help you ensure that your information is up-to-date and timely. 


For more information about embarking on a new research project in the new year, contact us at