Recent Articles
Explore the latest contributions from the community published on Research World to inspire and provoke your thinking.
Marketing planning often focuses too much on past sales and market share, which doesn't indicate future competitiveness. To gauge a brand’s potential, it's crucial to assess its current marketing performance.
How to Make Sense of What My 4-Year-Old Watches? Semiotic Mapping of Six Animated Children’s Series
4 min readSemiotic Mapping of Six Animated Children’s Series
Research World’s A Day in the Life of a Researcher series, curated by Sandeep Dutta, highlights the daily lives and challenges of researchers shaping the industry's future.
The Insight250 celebrates 250 leaders in market research and data-driven marketing. The 2024 winners were announced in September; see the list at Insight250.com.
The European Accessibility Act (EAA) coming on 28 June 2025 aims to make digital services inclusive for everyone, including ticket machines, e-readers, and banking apps.
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.
In Argentina, socioeconomic level (NSE) was assessed through characteristics, avoiding direct income questions due to cultural biases.
Reflecting on the Success of ESOMAR Congress 2024: Insights, Awards, and Sustainable Practices
2 min readCelebrate the ESOMAR Congress 2024 in Athens, where over 1,000 delegates enjoyed 135+ speakers and the Research Effectiveness Awards.
What I Know Now... Joanne Pearson
14 min readEach month, We Live Context’s Rhiannon Price asks some familiar faces in the MRX world what they have learned about themselves and the industry on their journey so far.
Indian consumers have diverse views on sustainability. This research aims to help brands in Urban India understand the factors influencing sustainable product purchases and identify challenges and opportunities.
How have study designs evolved in 2024?
5 min readThis excerpt from ESOMAR’s Global Market Research 2024 offers a comprehensive overview of the market research industry.
The insights industry is evolving with AI, but three elements remain constant: human needs, market mechanics, and knowledge hierarchy. Leaders should focus on these factors.
Do 95% of human behaviours really occur subconsciously? This article describes three pervasive behavioural science myths – and suggests what we can do about them.
What I Know Now... Finn Raben
18 min readEach month, We Live Context’s Rhiannon Price asks some familiar faces in the MRX world what they have learned about themselves and the industry on their journey so far.
Join us in uncovering groundbreaking insights, fresh perspectives, and innovative ideas as we rise together to shape the future of insights!
An estimated £9bn is spent annually on market research in the UK. This article describes three behavioural science reasons why organisations don’t always maximise value from this investment.
Fraud in market research is a major threat, with nearly one-third of respondents flagged as fraudulent in a recent study. Evolving tactics like device spoofing and AI-generated text are outpacing traditional defenses.
Safeguarding Trust in the Age of AI: Why a Revised Code of Conduct Matters for Our Industry
5 min readESOMAR met at the ICC in Paris with over 50 attendees to discuss the future of marketing and celebrate the launch of the ICC Marketing and Advertising Code of Conduct.
The secret behind brands that grow margins while others cut prices.
Alex started a three-month internship at HarrisX, focusing on commercial research. Explore the environmental impact of Easter chocolate consumption and examine consumer awareness and barriers to plant-based options.