Recent Articles

Our Human-in-the-Loop approach is simple: AI for repetitive tasks; Humans for insights; and evidence for every claim. Read our POV.

Since 2019, marketing and research associations in Peru have collaborated to promote industry growth and societal well-being.

This is the second in a three-part series drawn from We Live Context’s whitepaper, Beyond the Algorithm, created to help brand strategists decode the emotional drivers behind consumer behaviour in an AI and algorithm shaped world

Part two of a two-part series on how to best utilize market research data that is stored in an organization’s data lake

The insights industry has improved its ability to achieve real business impact over the past 15 years, as shown by the Insights Maturity Model. This series of articles explores key drivers and strategies to enhance corporate consumer insights functions.

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

Researchers harnessed the power of insight through the careful design of studies, the development of qualitative methodologies, the crafting of thoughtful questionnaires, the assurance of robust sampling, and the validation of data quality.

This is part of a three-part series on disciplinary influences in qualitative market research. The series examines the uneven impact of psychological, psychoanalytical, and sociological perspectives, and make the case for a more pluralistic approach.

The 5 Blind Spots of Synthetic Responses

Discover some of the companies that have chosen to be a part of the ESOMAR community as corporate members.

Discover some of the companies that have chosen to be a part of the ESOMAR community as corporate members.

In a recent masterclass about trend forecasting, students were asked to create an evidence wall of change signals. Initial enthusiasm turned to frustration as they grappled with the overwhelming amount of information.

This is part of a three-part series on disciplinary influences in qualitative market research. The series examines the uneven impact of psychological, psychoanalytical, and sociological perspectives, and make the case for a more pluralistic approach.

AB-InBev used the 2024 Olympics to launch Corona Cero, their non-alcoholic beer for celebration and connection, capturing a rare global brand spotlight — a campaign that went on to win this year's Esomar Global Qualitative Excellence Award

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

Each month, Simpson Carpenter’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.

Strategic planning, when powered by real data trends, becomes a map instead of a guessing game. Whether you're weighing a new location or planning product expansion, analytics can surface patterns your gut can’t always catch.

Are humans really irrational? Do they never do what they say? And do systems 1 and 2 actually exist in the brain?

The battery pack market is rapidly growing, with predictions of surpassing USD 472 billion by 2034. This growth is driven by several intersecting factors

We carefully craft crisis communications, consulting legal to ensure correctness. Yet, behind the scenes, a different game unfolds—narratives where old rules of perfection no longer apply. The winner is now the most authentic, not necessarily the fastest.