Recent Articles

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.

What does this mean for brands?

(A written debate from Crispin Beale, Simon Chadwick, Mike Stevens and Finn Raben)

The differences and similarities between these worlds, and how the relationship between the two is evolving to drive innovation and elevate the industry.

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

The growing importance of customer service and how it is evolving as consumers become increasingly savvy and markets become increasingly complex.

Together we can make a positive impact in 2022. Here’s to the future of women!

From researcher to business partner: A new mindset for market researchers to elevate their value proposition

(and it’s all down to the P-word)

Learn about the past, present, and future of the U.S. workplace through the Connecting Generations article series!

The realm of social listening and using it to extract digital intelligence to guide decisions and craft strategy.

Why we need integration

Kim Smouter finds out about the supply ecosystem in market research

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

Behavioural science in quantitative research Part 1

An assessment of how research strategies and tactics are evolving as markets become more complex and consumers become savvier.

How market research can help to give a voice to underserved populations and provide insights that will champion sustainable initiatives in a wide range of countries and situations.

"Change" is a word that has recently gained wide currency. The only question is whether it is change that has accelerated, or perhaps the narrative of constancy, largely supported by marketing matrices popular in global communication, has crumbled?

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

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