Traditional marketing analyzes past consumer behavior, but this relies on self-reported data. Consumer Neuroscience advances this by studying unconscious brain reactions to marketing, allowing us to bypass biases and gain a competitive edge.

Many products fail due to outdated research. Agile techniques can help brands uncover insights and improve innovation success.

This excerpt is from ESOMAR’s Global Market Research 2024, a key report providing an overview of the global insights industry and market research sector.

The insights industry is evolving with AI, but three elements remain constant: human needs, market mechanics, and knowledge hierarchy. Leaders should focus on these factors.

This edition features David Smith, Founder of DVL Smith, author, award-winning professional, and Professor at the University of Hertfordshire.