Recent Articles

Editorial on the ESOMAR Congress 2022

There is a prevailing narrative that most innovation fails: the figure that is often quoted is that 95% fail. But is it true?

Simon Chadwick explains how market research and insights are evolving across a series of dimensions and how the importance of insights continues to grow.

An eye-watering nine million adults in the UK are economically inactive. The UK is the only G7 country still with a smaller economy than pre-COVID.

“The only constant thing in life is change.” So (apparently) said Heraclitus of Ephesus, a Greek philosopher of about 2,500 years ago.

What makes an Insight250 Winner

AI was once the least exciting subject area in tech. We wanted cyborg pets and robot manservants. What we had was reliable data transfers and more targeted email marketing.

In a world where consumers say that they wouldn’t care if 74% of the brands they use disappear and feel that less than 27% of brands improve their lives and well-being, the need to bond more closely with consumers is becoming more urgent.

Hope as a useful solution or another hyped piece of technology that will eventually fall by the wayside?

If we don’t do something, we will not have any respondents left. Exploring the causes of lower survey quality and the main solutions to overcome the problem from the perspectives of market research and insights industry stakeholders.

New research shows that brands need to focus more than ever on earning people’s trust in how they use data.

Organizations need to move faster, be more insightful, and consider real-time information along with supporting material spread across traditional data silos.

The expanded use of insights by governments in reaching data-driven solutions to mitigate pressing challenges.

In the face of enduring economic, social, and political disruptions that have long impacted these two regions, ESOMAR’s Global Market Research 2023 reveals a noteworthy recovery in 2022 for both the Middle East and Africa.

Unser Brand Love 2022 Report zeigt 2022 erneut, welche Marken die Herzen der Verbraucher im Sturm erobern.

Challenges for insight generation come from within

France’s food culture is steeped in tradition; it’s a food culture where change is slow, and beloved rituals, ingredients, and flavours are kept pristinely conserved over the ages.

In Part Two, we looked at how this is changing the way in which insight operates within the strategy, marketing and insight disciplines, introducing the seven ‘Power Skills’. In this final instalment, we put the spotlight on each of these skills.

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.

How to combat potential pitfalls using behavioural research