Recent Articles

Digital ethnography has rapidly become a powerful tool for understanding consumer insights and motivations. For the food and beverage industry, it can deliver more precise, enduring, and actionable insights.

What is the moral case for what we do as market researchers? It's a question that demands more than just a casual response. Turns out, there are cases both for and against the morality of market research.

The results of the latest ESOMAR Users and Buyers Global Insights Study show there is much to be positive about in the next 12 months, alongside clear challenges ahead for internal insights teams and their research agency partners.

The abundance of data from diverse sources presents both opportunities and obstacles. A proactive self-regulation policy such as the currently under-revision ICC/ESOMAR Code will be pivotal in addressing them.

This article explores the legal and ethical impacts of AI in the market research and insights industry from the perspectives of its various stakeholders.

In this two-part article, the authors will lay out a ‘plausible possible future’ for knowledge work, with a framework that provides a view of the potential impact of the widespread adoption of AI on the knowledge worker.

What is an insight, why are they so critical to marketing success, and what’s the secret to getting them right?

Culturally, we’re in a decidedly teenage era. So why do consumers behave in specific ways and buy certain product categories and brands?

We are the chefs. Data are our ingredients.

But concerns exist.

No place brings together knowledge, talent, laughter and celebration like the ESOMAR LATAM Conference

Follow this journey into using AI in market research, using an interview platform designed to streamline qualitative studies. It highlights the need for ongoing development and clear communication to optimize AI integration in market research.

Gamification in the market research industry holds promise for enhancing data quality and increasing engagement by transforming panelists into players, drawing inspiration from the success of the mobile gaming sector.

El entorno enérgico que caracteriza el evento de ESOMAR en Latinoamérica enfatiza el poder transformador de la investigacion de mercado, subrayando la crucial importancia de involucrar a las nuevas generaciones y de abogar por una sociedad igualitaria.

Synthetic data is starting to gather momentum in the insight industry. Creating and using synthetic data isn’t just a response to the increasing scarcity of real-world data. It is, in fact, a strategic tool designed to bridge significant data gaps.

Discover the latest companies who have chosen to join the ESOMAR community as corporate members.

JICs, Joint Industry Committees & MOCs, Media Owner Committees

The recent MIE'24 conference had important lessons for the insights industry, illustrating that those who embrace and leverage AI responsibly will gain a competitive edge in shaping the future of the insights industry.

On 13th March, I had the opportunity, as part of ESOMAR, to participate for the second time in MIE’24 in Utrecht, the Netherlands, where the common buzzword to all the sessions of the programme was (drumroll) AI!

Pedro Fernandez dives into his experience as a researcher and readies us for the upcoming ESOMAT LATAM 2024. Spanish version below.