Recent Articles
Explore the latest contributions from the community published on Research World to inspire and provoke your thinking.
Highlights from the ESOMAR Congress 2022 in Toronto
A 25-year view of brand loyalty
6 min readEmotional values are the key to brand loyalty.
Read the series of articles written by incredible women for International Women's Week!
How AI affects your day to day
2 min readIn this podcast we delve into how AI is transforming the way we plan our travels, creating more personalised and inclusive experiences.
2022: New normal, or not normal?
6 min readFinn Raben, Director General at ESOMAR muses about what 2022 has in store for insights and analytics professionals.
How digital ethnography is critical to understanding the changing world of food and beverage
6 min readDigital ethnography has rapidly become a powerful tool for understanding consumer insights and motivations. For the food and beverage industry, it can deliver more precise, enduring, and actionable insights.
A focus in market research studies is sometimes on understanding customer or prospect optimal communications channels for hearing about a new, or existing, product or service.
Top tips
6 min readReviewing the top tips of 2022 ( Part 1)
During Isabelle's career, she has seen the industry shift from focusing solely on "consumer insights" to exploring "human truths". This reflects a growing understanding that we need to view people as complete human beings, not just as consumers.
Putting customers first
6 min readUsing research to help create a customer-centric organisation
There are now many thousands of statistical tools, and new methods are being developed at an increasingly rapid pace
Discover insights on insights
8 lessons learned from the pandemic in the Market Research, Data and Insights Industry.
Discover the latest companies who have chosen to join the ESOMAR community as corporate members.
The importance of Diversity & Inclusion
11 min readJan Gooding,President of the Market Research Society, Executive Committee Member of Women in Advertising London and a Fellow of the Marketing Society
This three-part article explores how AI will transform the market research and insights industry from the perspectives of its various stakeholders.
Discover the latest companies who have chosen to join the ESOMAR community as corporate members.
Two leaders in the market research space with a strong technology focus
Jairus Lofton discusses how insights are driving customer understanding and menu strategies to build affinity and loyalty in order to maintain McDonald's as a market leader.
EV sales are slowing, raising uncertainty about their future. We know less about the psychological factors influencing consumer choices, which are crucial for a product's success.