Recent Articles

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

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.

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.

As market research evolves, fully permissioned first-party data will become crucial in 2025. Three significant shifts are changing how businesses engage with consumers, making this data indispensable.

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

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

Freely available videos from the Congerss 2023 in Amsterdam

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

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.

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.

This article presents case studies on AI's role in enhancing market research and driving business success.

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

How balancing hard and soft skills through these paradigm shifts is critical to the efficacy and credibility of insights.

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

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.

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

AI has long promised to change the way we live, but until now, it has remained as technology at the margins. Not anymore! Ian Morris, in his book ‘Why The West Rules’, sums up human progress as ‘almost invisible until it isn’t’.

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

The 2022 Dynata Quest Awards, and the Quest for the Holy Grail of Research

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