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.

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.

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 “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.

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 outlook of what NPD cycles can look like with agentic AI and robotics

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

AI has already surpassed the “just a flawed chatbot” stage and is rapidly improving. With new benchmarks like GDPval showing it can perform professional-level work, the real question now is how quickly industries adapt to this shift.

The AI revolution threatens jobs, workflows, and research structure. Concerns about online panel quality fuel debate about their future. Research needs a guiding principle, and the ICC/Esomar Code is that North Star.

For businesses in the market research, insights and data analytics sector that handle large amounts of data daily, navigating digital regulatory frameworks has become a constant challenge.

Our Human-in-the-Loop approach is simple: AI for repetitive tasks; Humans for insights; and evidence for every claim. Read our POV.

Generative AI is changing how consumers find information, but its inaccuracies and potential for harmful advice make it a risky source of guidance.

Is your insight practice is truly ready to work with AI? Find out what you need to do to get there. Read about it in our latest blog.

AI is rapidly transforming industries, improving data analysis and insights through natural language processing and predictive models.

Business leaders face a dilemma in adopting artificial intelligence: balancing rapid innovation with ethical restraint. Many discuss “responsible AI,” but few implement it effectively, risking systems they can't control.

Why Collective Intelligence is the real payoff of AI

AI is now a vital force in research, improving predictive analytics and coding. Our Global WiNdow blog highlights insights from WIN members on the importance of integrating human judgment with ethical practices.