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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.

AI will always trend towards the middle. Cultural intelligence is your unfair advantage. Insight should provoke, not pacify. It should rebel, not regress. That’s how you avoid the Coldplay Effect.

AI is increasingly seen as a solution for research, but a ScienceDirect report reveals that collaboration with human researchers is still in early stages, especially in thematic analysis.

How leaders can secure truly differentiating insight in the AI era

AI is changing how we generate insights, but not all AI-driven methods are the same. Relying solely on 'synthetic data' can be misleading and unhelpful, as it should not be treated as a catch-all term for all AI outputs.

Artificial intelligence is transforming the pharmaceutical industry and improving data collection and analysis for market researchers, enhancing efficiency and speed.

Can synthetic data be considered fully anonymised data under the EU General Data Protection Regulation (“GDPR”)?

This article presents case studies on AI's role in enhancing market research and driving business success.

The insights industry is evolving with AI and ethical challenges, focusing on trust, data quality, and the importance of human insights.

In a rapidly changing market, brands can't rely on intuition and outdated benchmarks. Many teams still depend on traditional KPIs and extensive manual analysis for concept testing.

As one researcher portentously said to me recently – “What if I don’t want to be a prompt engineer?”

This edition features Sarah Ashley, who shares insights on Google Ads for EMEA. We discussed the role of insights in tech innovation and tips for strategic transitions at one of the world's leading companies.

The market research landscape is evolving rapidly. As we near 2025, innovative brands are embracing new trends to stay competitive.