Recent Articles

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

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.

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

Why we need integration

"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?

Over two round table sessions, we (a collection of clients and suppliers from a wide range of countries, including Japan and Tunisia) discussed the implications of AI on the evolution of research methods.

How to be a respondent-centric researcher?

The growing importance of both community and collaboration in the research space and the professional world overall.

Behavioural science in quantitative research Part 1

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.

Kim Smouter finds out about the supply ecosystem in market research

Alex Hunt discusses the growing and evolving role of artificial intelligence (AI) in the insights industry, including its impact on approach, methodology, and people.

Healthcare industry professionals actively wanted to stay on top of social media to participate with patients and caregivers on various medical topics.

The importance of innovation and leadership in insights technology

This year the application of behavioural science in the UK received a boost from the Financial Conduct Authority (FCA). The regulatory body has been experimenting with behavioural science for a decade to improve outcomes for consumers.

What is synthetic data, how can we use it, and what are the risks?

What is an insight, why are they so critical to marketing success, and what’s the secret to getting them right?

AI turns qualitative data into numerical representations you can compute with, quantify, and confidently extract patterns from.

A playbook for innovation leaders in the CPG/FMCG industry