Recent Articles

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.

How leaders can secure truly differentiating insight in the AI era

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.

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.

Thermal Energy Storage Systems Market to Surpass USD 102.6 Billion by 2034

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.

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.

A Q&A with Dr Christopher Goard, Chair of the Tony Cowling Foundation

ESOMAR Foundation Launches 2025 Education Program for Global Talent

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.

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

After the 2023 ESOMAR Associations Leaders’ Summit in Mexico City, five Latam associations decided to study how front-of-pack food labeling affects buying habits in the region.

In Argentina, socioeconomic level (NSE) was assessed through characteristics, avoiding direct income questions due to cultural biases.

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

Nick Graham, Previously Global Head of Insights & Analytics, Mondelez and Since July 2024 Founder of Vertemis). Vertemis helps organizations transform how they use insights & analytics to drive better decision-making and elevate business impact.

Artificial intelligence is transforming the pharmaceutical industry and improving data collection and analysis for market researchers, enhancing efficiency and speed.

Can synthetic data be considered fully anonymised data under the EU General Data Protection Regulation (“GDPR”)?

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.

Do 95% of human behaviours really occur subconsciously? This article describes three pervasive behavioural science myths – and suggests what we can do about them.

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.