Shaken & Stirred - Influential Brand Profiling and Positioning

Research News / Ci Research will now be known as Mustard (

Ci Research – the full service market research agency – has completed a major overhaul of its brand identity and unveiled a new corporate image. It will now be known as Mustard (, as it looks to build on over 21 years of successful business with a new, high-impact brand identity.

The Wilmslow-based company specialises in the delivery of customer insight for clients across the private and public sectors. As part of the change, it will continue to focus on providing key consultancy services, including a wide range of qualitative and quantitative research tools.

In addition, the company is now perfectly positioned to capitalise on industry developments, with a range of groundbreaking methods and hybrid techniques, including online research communities, social media monitoring and research, insight films and commercial ethnography.

Colin Auton, managing director of Mustard, commented: “The re-brand is a bold and positive step forward for the business. Our customer feedback told us that we’ve been delivering high quality and high impact research for our clients, but that the service experience didn’t mirror our brand perceptions in terms of how we behave and what we deliver. It was imperative that the branding reflected the level of creative thinking and innovation that flows through the business.”

He added: “The new brand perfectly reflects the personality of the business – a team of passionate, commercially pragmatic and grounded market research and customer insight consultants. The launch of Mustard marks our rebirth as a modern agency that really packs a punch and makes a significant difference. The new name is more reflective of the services we offer and the sectors we operate in, and, having tested it with our clients, the response has been terrific.”

Mustard works with a range of companies in financial services, retail, FMCG, leisure, B2B, social research, education and skills, healthcare, chemicals and pharmaceuticals sectors. Key clients include: Open University, GE Healthcare, Zurich, Jewson and NHS Professionals.

“Mustard even went the extra mile and validated the results on their omnibus for us. A great agency to work with who challenge and push the boundaries of new thinking.”

Shopper Insight Manager | Heineken

The company’s rebrand was completed over a four month period, and incorporated internal and external research and consultation. In addition to the name change, the company has updated its core values and shaken up its corporate identity across a broad range of communication channels. The project – carried out by Attitude Design – includes the launch of a dynamic new website, a significant overhaul of all corporate branding and new promotional literature.

Colin added: “Our industry is evolving faster than ever and, as a result of this rebrand, we will be better placed to make use of all the emerging trends and technologies. We are gearing up for an ambitious growth strategy over the next 12 months and digital channels will play a pivotal role in these plans.”

First Floor, Alderley House
Alderley Road

By telephone: +44 (0)1625 628000
By fax: +44 (0)1625 628001


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