Recent Articles

Teams must decide whether to expand existing locations or invest in new ones. Strong demand and operational limits often conflict, so the goal is balancing short-term performance with long-term growth.

A three-stage validation across six AI models, three countries, and 11,000 synthetic interviews  reveals where they help, where they fail, and why real human validation still matters.

The second instalment looking into the newly launched initiative WWT Charter

Research in advertising has shown that share-of-voice (buzz), or more specifically excess share-of-voice, correlates to market share growth.

A New Era of Clean Energy Transformation

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

The insights industry has significantly improved its business impact over the past 15 years, according to GRBN’s Insights Maturity Study. This fourth article explores key drivers and strategies to strengthen consumer insights functions.

Fifteen years working across UX, CX, product, and market research teaches you something that no methodology course covers: the biggest threat to an insight leader's relevance is not a new tool. It is staying excellent at the wrong things.

It’s the third edition of Q&A-gency where Shape Insight’s Alex Holmes speaks with a leader within creative development and planning.

In a world of AI polish, messy becomes an act of resistance

To shift how Bengaluru sees waste pickers—from invisible and undervalued to recognized, respected, and essential.

Over the next four weeks, we’ll cover the WWT Charter’s principles, key tensions it addresses, why fundamentals matter in client–agency relationships, and its success stories.

The growth of single-person households is reshaping consumer behavior, challenging researchers to rethink traditional assumptions about how purchasing decisions are made.

Researchers face heavy data workloads but are slowed by manual analysis. AI could help, but concerns around privacy, bias, and integration make adoption challenging—so the focus is on where it can be used effectively and safely.

AI has already surpassed the “just a flawed chatbot” stage and is rapidly improving. With new benchmarks like GDPval showing it can perform professional-level work, the real question now is how quickly industries adapt to this shift.

Each month, in “The Challenges & Triumphs of Change” I speak with a client-side Insights professional on the realities of using Insight to drive change in their business.

Insights from the 2024 Global Winners of Esomar's Research Got Talent

Disconnected tools are creating avoidable drag in modern research workflows

Organizations have unprecedented access to information with reports and dashboards arriving quickly, but this overload often makes decision-making harder for leaders.

This three-part series breaks down the shift toward a four-day workweek. We track its history from Henry Ford to Nixon, analyze successful UK trial data, and go behind the scenes with The Mix to see how they made the transition a reality.