Recent Articles

Cint finds 73% of UK respondents and 76% in the US are open to AI-moderated interviews. Their views on trust, comfort and format reveal what matters when AI asks the questions.

Usage is close to universal but planning, governance and measurable ROI are lagging. A new study makes the case for a deliberate adoption roadmap.

Synthetic data does not need to be perfect to be useful. Dyna Boen explains why persona bots are already finding a place in market research, while digital twins still have work to do.

What if you could place a real consumer inside the future you are designing for? Thomas Troch explores how digital twins can help innovation teams test ideas across plausible futures, rooted in human insight, consent and validation.

When 92% of fans support a player’s right to come out, why would only 15% encourage him? Bolt’s research uncovers the forces behind stated acceptance.

AI use is rampant, but systemic adoption is blocked by consumers’ concerns. Research among 40,000 people reveals what drives this divide and how organisations can build confidence in how AI is used.

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.