Recent Articles

How to combat potential pitfalls using behavioural research

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

Do people shop ethically when times are hard?

Culturally, we’re in a decidedly teenage era. So why do consumers behave in specific ways and buy certain product categories and brands?

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

Word-of-mouth marketing has been essential for brands which thrive without traditional advertising. Social media and augmented reality (AR) enhance product discovery and strengthen connections.

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.

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 fastest-growing insights globally. What are the growth drivers of the Asia Pacific region?

Reviewing the top tips of 2022 ( Part 1)

In today's digital world, consumers desire personalised experiences, but it can feel intrusive rather than helpful.

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.

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.

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

Surveys are falling short. A new method, AI-moderated interviews or AIMI, is proving that the future of research is voice, not checkboxes.

ESOMAR’s collaborator Jackie Rousseau-Anderson interviews Pål Malmros, partner at Verdane about what elements make the insights industry interesting for investors.

Why is an inclusive question important when you want to get the right answer?

Discover some of the companies that have chosen to be a part of the ESOMAR community as corporate members.

Different reactions to the pandemic

In a rapidly changing market, brands can't rely on intuition and outdated benchmarks.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.