Recent Articles

How brands can embrace pessimism following the COP26 conference in Glasgow

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

Why cooperation and negotiation are crucial to get the UK back on its feet

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

The rise of AI has significantly impacted the insights industry through synthetic data, though it has its critics. In this first part of the two-part series, you will read about synthetic data and its potential in the insights industry.

AI is fast becoming a driving force in the market research and insights industry.

We need about 50,000 Omicron cases + 21 days of tracking to draw conclusions.

AI is changing how we generate insights, but not all AI-driven methods are the same. Relying solely on 'synthetic data' can be misleading and unhelpful, as it should not be treated as a catch-all term for all AI outputs.

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

The low inflation experienced in the region enabled the insights industry to avoid net growth turning negative.

Respondent response rates are crucial in online research, which continues to be in high demand due, necessitating increased engagement efforts and incentives amid challenges like survey fatigue and recruitment costs.

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

Step 3 – The workspace environment and atmosphere

Second part of a conversation with two individuals who are disrupting the creative advertising space through insight and innovation: Sir Martin Sorrell, Executive Chairman of S4 Capital and Scott Spirit, its Chief Growth Officer.

Our discussion revolves around the opportunities, advancements, challenges and threats that AI presents to the market research industry and how it impacts the efficiency and efficacy of insights, both positively and negatively.

AI is increasingly seen as a solution for research, but a ScienceDirect report reveals that collaboration with human researchers is still in early stages, especially in thematic analysis.

Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.

AI not only decodes subcultures but also creates them. Marketers can now identify emerging groups before they fully develop, giving businesses an advantage in reaching new audiences.

The future of insights

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