Recent Articles

This is the second in a three-part series drawn from We Live Context’s whitepaper, Beyond the Algorithm, created to help brand strategists decode the emotional drivers behind consumer behaviour in an AI and algorithm shaped world

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.

This is the first in a three-part series drawn from We Live Context’s whitepaper, Beyond the Algorithm, created to help brand strategists decode the emotional undercurrents driving consumer behaviour in a world increasingly shaped by AI and algorithms.

Are humans really irrational? Do they never do what they say? And do systems 1 and 2 actually exist in the brain?

In today’s fast-changing world, adaptation is more than alignment; it is a competitive advantage. This article explores strategic adaptation and the role of insights in facilitating it.

Strategic planning, when powered by real data trends, becomes a map instead of a guessing game. Whether you're weighing a new location or planning product expansion, analytics can surface patterns your gut can’t always catch.

Welcome to the authenticity paradox, a weird melancholy space where teary TikToks and “depression room” tours are the new social currency.

The 5 Blind Spots of Synthetic Responses

Wind energy is a key solution for sustainable energy and reducing carbon emissions. The global wind turbine market is expected to exceed USD 325.6 billion by 2034, driven by technology and supportive policies.

Discover the latest companies who have chosen to join the ESOMAR community as corporate members.

Each month, Rhiannon Price asks some familiar faces in the MRX world what they have learned about themselves and the industry on their journey so far.

This is part of a three-part series on disciplinary influences in qualitative market research. The series examines the uneven impact of psychological, psychoanalytical, and sociological perspectives, and make the case for a more pluralistic approach.

Part two of a two-part series on how to best utilize market research data that is stored in an organization’s data lake

Market research is evolving. Researchers must deliver faster, efficient insights while ensuring data integrity, learning from challenges faced by other industries.

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.

This is part of a three-part series on disciplinary influences in qualitative market research. The series examines the uneven impact of psychological, psychoanalytical, and sociological perspectives, and make the case for a more pluralistic approach.

In a recent masterclass about trend forecasting, students were asked to create an evidence wall of change signals. Initial enthusiasm turned to frustration as they grappled with the overwhelming amount of information.

Untouched data contributes 2% of global greenhouse gas emissions, equal to the aviation industry.

Are you looking to better motivate others? This article suggests focusing on three things: Autonomy, Competence, and Relatedness.

Part one of a two-part series on how to best utilize market research data that is stored in an organization’s data lake