Recent Articles

As we embark on the exciting journey of technological progress, we ask ourselves how can we in insights take advantage of AI rather than have it take advantage of us? How much can it amplify our capabilities?

This edition takes an up-close review of the role of insights in the entertainment industry to support the dynamic nature of content development and consumer satisfaction.

What is an insight, why are they so critical to marketing success, and what’s the secret to getting them right?

"Understanding consumer behavior is an ever-evolving challenge. Consumers are dynamic, constantly evolving, and influenced by various factors, making tracking their path to purchase a multifaceted process."

The importance of innovation and leadership in insights technology

This year the application of behavioural science in the UK received a boost from the Financial Conduct Authority (FCA). The regulatory body has been experimenting with behavioural science for a decade to improve outcomes for consumers.

Maria Bruder, a Senior Researcher with the BBC World Service, discussed a groundbreaking research project aiming to bridge the gender gap in news consumption.

Insight and innovation to help brands drive advancements that focus on sustainability while still delivering for the customer

The Illusion of Choice: 16 1/2 psychological biases that influence what we buy.

What is synthetic data, how can we use it, and what are the risks?

Kim Smouter finds out about the supply ecosystem in market research

Happily, a lot has happened in the field of statistics since the Roaring Twenties, when writers such as Dashiell Hammett and Ernest Hemmingway were getting their careers underway.

The global nature of research and how advancements in technology and methodology are driving change, both good and bad for the industry

A playbook for innovation leaders in the CPG/FMCG industry

Synthetic data is starting to gather momentum in the insight industry. Creating and using synthetic data isn’t just a response to the increasing scarcity of real-world data. It is, in fact, a strategic tool designed to bridge significant data gaps.

As consumer behaviour evolves with the changing paradigms of brands, technology and customer experience, the constructs of understanding consumer perceptions and motivations also need to evolve.

Oh good. Another article espousing the secrets of persuading young consumers.

Part one: Leveraging the Direct Customer Relationship Flywheel

In a two-part article, we’re going to understand if advertising can be saved from “greenwashing”. The first part will explain what “greenwashing” is and how green claims work.

To expand our understanding of the streaming entertainment industry, we sat down with Natasha Hritzug, the Vice President of Consumer Insights for WarnerMedia, to get an inside review of insights’ role in the entertainment industry.