Recent Articles

Research teams can now build interactive apps without code. Human8 presents vibe coding as a tool for insight activation. Read how the approach can support empathy and action, and what participants will build at Esomar Congress 2026.

Ipsos and Barilla put synthetic product testing to an empirical test. Across 260 validations, it matched human-sample decisions in 92% of cases and helped Barilla reject a risky Ragù recipe change. Read the paper for the method, value, and limits.

Scott Percival and Drago Djourov are presenting “Not Another Gen Z Brief” at Esomar’s Global Congress at 09:05 on 3rd Sept at stage 3 (Core). Here’s a preview of what you can expect to hear.

The Insight250 spotlights and celebrates, annually, 250 of the world’s premier leaders and innovators in market research, consumer insights, and data-driven marketing.

Having a human sign off on AI's work has become a hollow standard. This article argues AI governance needs expert-driven control, or it will collapse under its own weight.

The Insight250 spotlights and celebrates, annually, 250 of the world’s premier leaders and innovators in market research, consumer insights, and data-driven marketing

A recent academic paper evaluated 31 fraud detection methods to identify which remain effective against AI-powered survey fraud. It found that combining multiple detection techniques is far more reliable than relying on any single method alone.

The global rail freight industry is experiencing growth as businesses shift cargo from trucks and ships to rail in response to rising fuel costs, stricter emissions regulations, and supply chain challenges.

Small business owners rarely struggle because the work isn’t getting done; they struggle because people hear different versions of the same plan.

The Insight250 spotlights and celebrates, annually, 250 of the world’s premier leaders and innovators in market research, consumer insights, and data-driven marketing.

Trust is the foundation of AI adoption. As autonomous technologies become more common, success will depend not only on technical capability but on whether people understand, trust and feel in control of the systems they use.

Perhaps many of us have heard of black swans, and even black rhinos. But gray swans? Far fewer people are familiar with that concept.

If you have ever pulled together a twelve-country study and found the gender variable behaving differently in every market, you already understand why Esomar's demographics project exists.

The Insight250 spotlights and celebrates, annually, 250 of the world’s premier leaders and innovators in market research, consumer insights, and data-driven marketing.

Each month, in “The Challenges & Triumphs of Change” I speak with a client-side insights professional on the realities of using insight to drive change in their business.

The limits of extraction in qualitative research

The Insight250 spotlights and celebrates, annually, 250 of the world’s premier leaders and innovators in market research, consumer insights, and data-driven marketing.

Local small business owners and startup founders run into the same wall: busy consumers scroll past, forget fast, and move on to the next option.

Explore the evolving dynamics of the global full truckload (FTL) industry, and learn how digital transformation, automation, sustainability initiatives, and shifting supply chain priorities are reshaping the sector.

Insight is arguably having a beige moment. We all feel it.