Recent Articles

A 40-year (half-century?) perspective

The insights industry is evolving with AI and ethical challenges, focusing on trust, data quality, and the importance of human insights.

Uncover the hidden forces shaping today’s business landscape. Adopting an Ecosystem Lens gives you a deeper understanding of the elements, interactions, and dynamics that drive success across organizations, industries, and markets.

In a rapidly changing market, brands can't rely on intuition and outdated benchmarks. Many teams still depend on traditional KPIs and extensive manual analysis for concept testing.

This excerpt from ESOMAR’s Global Market Research 2024 offers a comprehensive overview of the global insights and market research sectors.

Lima hosted the ESOMAR LATAM Conference 2025, uniting the insights community for two days of learning against a stunning Peruvian backdrop.

This edition highlights Dr. Nadia Morozova - the Chief Analytics and Insights Officer at Enriched Insights, which she founded to apply her PhD research in Behavioral Science.

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

Join us in uncovering groundbreaking insights, fresh perspectives, and innovative ideas as we rise together to shape the future of insights!

In this article, we explore how micro-habits can transform marketing, research, and data-driven decision-making, offering a fresh approach to business intelligence.

The influence of rare, high-impact events, or "wildcards," like COVID-19 and 9/11, on consumer behaviour and market research. A better understanding and classification of these events is needed to anticipate future changes in consumption patterns.

From academia to action: bridging traditional ethnography and consumer insights

This edition features Litthya Baez, US Portfolio Lead at Haleon, with over 20 years of experience in marketing and consumer insights.

Screens connect us, serving as teachers and giving access to concerts, news, and captivating images, all without distance being a barrier.

Ethnic food moves past monolithic with a new wave of seasonings, spices and condiments that are as big in personality as in taste

This edition highlights Anne-Sophie Damelincourt, the newly elected President of ESOMAR, a key partner of the Insight250 Awards and a professional association for the insights industry. She is also the Founder and Owner of Blue Lemon Insight & Strategy.

Think consumer decisions are always completely rational? This article describes how consumers can be influenced by false information; jingles and rhymes; and appeals to nature.

The rise of AI has significantly impacted the insights industry through synthetic data, though it has its critics. In this first part of the two-part series, you will read about synthetic data and its potential in the insights industry.

Word-of-mouth marketing has been essential for brands which thrive without traditional advertising. Social media and augmented reality (AR) enhance product discovery and strengthen connections.

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.