In this article from Esomar’s Global Prices Study 2025, industry expert and the report’s sounding board member, Chee Ngai Ng, explains the benefits and challenges of low-incidence rate projects.

After close to 30 years in market research, I have seen just about everything. The good, the bad and the “why are we even doing this” moments.

In the modern insight ecosystem, organisations are drowning in data yet starving for certainty.

The UK insights sector alone generates £18.7 billion annually. Yet 83% of insights functions face budget pressures, and teams are being downsized at an accelerating rate. This paradox signals something structural, not cyclical.

When volume outpaces interpretation