Recent Articles

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.

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.

Learn how Esomar’s AI Trends study 2026 sheds light on AI adoption and governance

At the Esomar Congress in September, we will host a red-teaming debate on how AI is being adopted by the research and insights industry.

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

Most discussions around synthetic data tend to start in the wrong place, with people asking whether synthetic respondents are good enough to replace traditional research or whether they represent some kind of existential threat to the industry.

Simple Digital Habits That Help

The Global Offshore Wind Energy Market was valued at USD 76.9 billion in 2025 and is estimated to grow at a CAGR of 12.2% to reach USD 307.5 billion by 2035, as reported in the latest study by Global Market Insights, Inc.

Welcome to the 4th edition of Q&A-gency! The focus of these articles is to speak to a leader within the creative development and planning, and this time around it was Thomas Gwin.

The “user levels” ladder in AI is marketing, not method. In research, judgment — not automation — creates value.

In the second part of this article, we continue our review of the distinctive characteristics and skills that insight professionals offer in the AI era.

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

In the first part of this two part article we cover the core skills insight professionals should be showcasing to demonstrate that they are at the forefront of amplifying the quality of human thinking now needed to thrive in the AI era.

An insight without a chain of custody is not an asset; it is an allegation

In B2B software, forecasting adoption is one of the hardest jobs in product strategy. We compared the results of a human conjoint with five synthetic conjoint results. One of the tests came within a percentage point of real buyers’ choices.