Recent Articles

Like futurists, many insights professionals seek to have clients not only understand the results of their research, but also to act. One of the challenges and reasons for resistance is the risk involved in change.

A simple purchase became a 45-minute review deep dive, with skepticism toward perfect ratings and a focus on uncovering hidden flaws, quality issues, and possible cost-cutting by the manufacturer.

How Agentic AI Helps Insight Teams Cut Through Noise to Find What’s Real

What Global Research Can Learn from Emerging Markets

How PRIDE translated Interconnectedness and Empathy to ‘Mindful disposal’ for waste pickers in Bengaluru

AURA is a membership organisation for clientside researchers in the UK. AURA’s aim is to allow their members to grow their expertise and impact that they have in the organisations they work for.

In this article from Esomar’s Global Prices Study 2025, industry expert Cecile Carre discusses the delicate game of balancing quality and cost in market research.

Teams must decide whether to expand existing locations or invest in new ones. Strong demand and operational limits often conflict, so the goal is balancing short-term performance with long-term growth.

A 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.

The second instalment looking into the newly launched initiative WWT Charter

Research in advertising has shown that share-of-voice (buzz), or more specifically excess share-of-voice, correlates to market share growth.

A New Era of Clean Energy Transformation

Each 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.

The insights industry has significantly improved its business impact over the past 15 years, according to GRBN’s Insights Maturity Study. This fourth article explores key drivers and strategies to strengthen consumer insights functions.

Fifteen years working across UX, CX, product, and market research teaches you something that no methodology course covers: the biggest threat to an insight leader's relevance is not a new tool. It is staying excellent at the wrong things.

It’s the third edition of Q&A-gency where Shape Insight’s Alex Holmes speaks with a leader within creative development and planning.

In a world of AI polish, messy becomes an act of resistance

Over the next four weeks, we’ll cover the WWT Charter’s principles, key tensions it addresses, why fundamentals matter in client–agency relationships, and its success stories.

To shift how Bengaluru sees waste pickers—from invisible and undervalued to recognized, respected, and essential.

Researchers face heavy data workloads but are slowed by manual analysis. AI could help, but concerns around privacy, bias, and integration make adoption challenging—so the focus is on where it can be used effectively and safely.