Recent Articles

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.

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

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

ESOMAR Foundation Launches 2025 Education Program for Global Talent

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

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

AI offers the chance to transform our understanding and broaden our horizons. It not only streamlines value but also motivates us to elevate our standards and aspirations, encouraging us to reach new heights beyond the status quo.

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

Generative AI is changing how consumers find information, but its inaccuracies and potential for harmful advice make it a risky source of guidance.

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

The 5 Blind Spots of Synthetic Responses

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.

The fifth annual Insight250 awards are set to be revealed on Tuesday, October 21 at 3pm CEST with a special online announcement

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

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.

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.

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

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.

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