AI is increasingly seen as a solution for research, but a ScienceDirect report reveals that collaboration with human researchers is still in early stages, especially in thematic analysis.

This is part of a three-part series on disciplinary influences in qualitative market research. The series examines the uneven impact of psychological, psychoanalytical, and sociological perspectives, and make the case for a more pluralistic approach.

In 2023, there's a notable shift from domestic to international clients, reversing trends seen during the pandemic.

The secret behind brands that grow margins while others cut prices.

Market research began with the goal of impacting businesses. In 1911 it was created the first commercial research role to improve advertising effectiveness, joined by pioneers like Nielsen, Starch, Gallup, and Ogilvy, who engaged with senior management.