Recent Articles

This year, consumers are taking back control

Emmie Heath considers the appeal of small towns when contemplating a move. Understand why they offer unique benefits like cost savings and a more relaxed pace of life.

Technological advancements have reshaped market research, but it's not that simple. Here, we provide an edited extract of a chapter that can be found in ESOMAR’s Global Market Research report.

IQVIA takes 1st place, the tech-enabled industry continues to grow

Getting diversity and inclusion right in advertising matters more than you think. Our research shows 52% of all consumers "trust a brand more if their ads reflect my culture." For brands, demonstrating inclusion and diversity in advertising is imperative.

Jooble has transformed from a small startup into a leading global job search engine. Click here to learn how it has become a successful company.

GPT-4 equals the performance of the top specialized ABSA (Aspect Based Sentiment Analysis) models that have been developed until this year, while learning from just six examples. GPT-3.5, when fine-tuned, achieves the highest accuracy currently known.

a 3-part series which will explore key applications of three well-known behaviour change frameworks and models.

A record-breaking 4.5 million workers quit their job in November 2021, while a total of 43+ million workers quit their jobs across all of 2021.

Traditional marketing analyzes past consumer behavior, but this relies on self-reported data. Consumer Neuroscience advances this by studying unconscious brain reactions to marketing, allowing us to bypass biases and gain a competitive edge.

The shift towards a post-growth economy challenges businesses to prioritise societal contributions over profit accumulation. Are we close to seeing its fruition?

Almost all of the world’s regions experienced a substantial increase in user experience research since 2019

"A few clients mentioned their successful large-scale tests enabling them to produce far more sophisticated market segmentation analyses. "

A guide for evaluation of sentiment analysis solutions for market research: What to watch out for when choosing sentiment analysis software

The Insight250 series showcases exceptional professionals and this time, Crispin spoke with Marco Baldocchi about the fascinating neural mechanisms behind consumer decision-making.

Response biases that cause differences between reported and actual values can be reduced by various measures. However, these are associated with advantages and disadvantages.

In pursuit of market share and brand longevity, brand owners focus on tracking awareness, consideration, and usage. True sustainable growth, however, depends on understanding what draws consumers to your category, known as Category Entry Points (CEPs).

As consumer behaviour evolves with the changing paradigms of brands, technology and customer experience, the constructs of understanding consumer perceptions and motivations also need to evolve.

To effectively gather insights from Generation Z, researchers must embrace innovative methodologies and nuanced approaches that reflect the diverse perspectives and behaviors of this unique cohort.

"Understanding consumer behavior is an ever-evolving challenge. Consumers are dynamic, constantly evolving, and influenced by various factors, making tracking their path to purchase a multifaceted process."