Marketers love emotion. We always have.It’s the lifeblood of campaigns, the spark behind virality, the reason some ideas make us smile while others leave us cold. Neuroscience and psychology have shown that people often make decisions intuitively, long before they can explain them. It’s tempting, then, to believe emotion might hold the key to predicting […]
A new way to build breakthrough product ideas We know from working with brilliant clients every day how tough it can be to turn great thinking into great product ideas. The journey is too often slowed by swirl, endless meetings, subjective debate and fragmented tools that make innovation feel risky and frustrating. That ends today. […]
In CPG innovation, functionality can get you into the basket. But it’s emotional resonance that keeps you there. The most successful innovations don’t just solve problems; they create connections. They spark feelings that tie a product to identity, values, and belonging. That’s why emotional resonance in CPG innovation matters so much. In a world of […]
One trophy. Many fingerprints. Catalyx is proud to announce that our Founder and CEO, Guy White, has been awarded Gold for Best Consultant at The Consultancy Awards 2025, hosted by The Consultancy Growth Network at London’s Underglobe. The Best Consultant award recognises individuals whose impact, strategic thinking and leadership break new ground for clients, helping […]
After a nine-month process and a week of intensive auditing, Catalyx is now officially ISO 20252:2019 certified, the international benchmark for quality, ethics, and process in market and consumer research. In a world where research can be gamed, data can mislead, and AI can spin convincing half-truths, finding insights you can trust has never been […]
Our CEO, Guy White, was recently interviewed by FoodNavigator Europe to discuss the rise of AI in innovation research. His perspective reflects what we see at Catalyx every day: AI is a powerful accelerator, but without human insight it risks becoming just another tool that creates noise instead of clarity. AI in innovation research can […]
In a world of overwhelming choice, innovation often gets mistaken for addition. Add a feature. Add a variant. Add a step. But some of the most powerful consumer goods innovations do the opposite; they win by subtracting. Simplicity doesn’t mean less impact. It means less effort. For the consumer, that’s everything. Simplifying the complex is […]
When The Grocer turned its focus to the changing face of baby and infant care, it painted a clear picture of a category in transition. Trusted names are under pressure. Challenger brands are gaining ground. And the signals from today’s parents are reshaping how innovation succeeds. In the feature, Catalyx CEO Guy White noted: “Consumers […]
What separates a winning innovation from one that never makes it off the shelf? Most new products fail. But why? And what can you do to avoid becoming part of the 75 percent? In this episode of Qual: Unplugged, hosted by Jay Tye, of 10K Humans, Catalyx CEO Guy White explores why innovation fails and […]
As the definition of “healthy” continues to evolve, so too must the snacks that claim to deliver it. In a recent feature in The Grocer, Catalyx Founder and CEO Guy White shares his perspective on the new rules of healthier snacking innovation. No longer limited to salt reduction or sugar swaps, the category is being […]
