Recent Articles

Part one in a three-part series that explores synthetic respondents and their impact on the market research industry.

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

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.

A US$ 142 billion insights industry – What has changed since 2022? How ESOMAR’s global survey has adapted to the evolving realities of the industry?

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

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

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

"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."

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

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

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.

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.

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

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.

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.

AI turns qualitative data into numerical representations you can compute with, quantify, and confidently extract patterns from.