Recent Articles

Each month, Simpson Carpenter’s Rhiannon Price asks some familiar faces in the MRX world what they have learned about themselves and the industry on their journey so far.

What it means, how to assess it, and why the market signal matters

In this Esomar Global Prices Study 2025 article, expert Shinichi Hosokawa discusses the challenges of online qualitative projects and panel fatigue in the industry.

This article is based on a talk delivered at the AEDEMOTV Media Research Conference held in Spain in March 2026.

Manuel explores how AI often struggles with human context, emotion, and trust, even when its answers are technically correct, arguing that the best use of AI is to support — not replace — human judgment and decision-making.

The Insight250 spotlights and celebrates, annually, 250 of the world’s premier leaders and innovators in market research, consumer insights, and data-driven marketing.

After close to 30 years in market research, I have seen just about everything. The good, the bad and the “why are we even doing this” moments.

Examining how AI is reshaping the meaning of good work, arguing that human skills such as judgment, creativity, and critical thinking are becoming even more valuable alongside AI-driven efficiency.

As speed becomes the priority in organisations, qualitative research risks losing depth, complexity and insight — making protected time for deep listening essential.

When volume outpaces interpretation

Like futurists, many insights professionals seek to have clients not only understand the results of their research, but also to act. One of the challenges and reasons for resistance is the risk involved in change.

In a typical online survey today, a large share of the responses collected never reach the analysis stage.

Fifteen years working across UX, CX, product, and market research teaches you something that no methodology course covers: the biggest threat to an insight leader's relevance is not a new tool. It is staying excellent at the wrong things.

The UK insights sector alone generates £18.7 billion annually. Yet 83% of insights functions face budget pressures, and teams are being downsized at an accelerating rate. This paradox signals something structural, not cyclical.

The responsibility behind every qualitative decision

In B2B software, forecasting adoption is one of the hardest jobs in product strategy. We compared the results of a human conjoint with five synthetic conjoint results. One of the tests came within a percentage point of real buyers’ choices.

To shift how Bengaluru sees waste pickers—from invisible and undervalued to recognized, respected, and essential.

Each month, in “The Challenges & Triumphs of Change” I speak with a client-side Insights professional on the realities of using insight to drive change in businesses.

Despite Henry Ford’s century-old standard, the five-day workweek is finally facing a serious challenge. While most of society still adheres to the traditional model, successful UK trials have proven the 4-day workweek is viable without pay cuts.

Researchers face heavy data workloads but are slowed by manual analysis. AI could help, but concerns around privacy, bias, and integration make adoption challenging—so the focus is on where it can be used effectively and safely.