Recent Articles
Explore the latest contributions from the community published on Research World to inspire and provoke your thinking.
Synthetic Consumers Are Not Fake Humans
14 min readA three-stage validation across six AI models, three countries, and 11,000 synthetic interviews reveals where they help, where they fail, and why real human validation still matters.
Research in advertising has shown that share-of-voice (buzz), or more specifically excess share-of-voice, correlates to market share growth.
What I Know Now: Tatenda Musesengwa
9 min readEach month, Simpson Carpenter’s Rhiannon Price asks some familiar faces in the MRX world what they have learned about themselves and the industry on their journey so far.