Recent Articles

The global economy is hurting consumers, and as a direct result, brands are suffering. If we look at the macroeconomic trajectory across North America, Europe, and Asia for the next 3 to 12 months, this is something that will intensify.

Brand and customer experience research must be integrated because true business performance is driven not by strong brand perceptions or high satisfaction scores alone, but by how well customer experiences deliver on the promises a brand makes.

What happens when research gets the language right, but the culture wrong? As surveys and AI-moderated interviews become more conversational, cultural nuance starts to shape not just how people respond, but whether the research works at all.

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

An insight without a chain of custody is not an asset; it is an allegation

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 their business.

Welcome to the 4th edition of Q&A-gency! The focus of these articles is to speak to a leader within the creative development and planning, and this time around it was Thomas Gwin.

Over the next four weeks, we’ll cover the WWT Charter’s principles, key tensions it addresses, why fundamentals matter in client–agency relationships, and its success stories.

The Qualitative Researcher’s Authority in the Age of Simulated Futures

When companies prioritises profits over genuinely improving people's lives, they often promote unnecessary consumption, ultimately undermining consumer trust, product quality, meaningful progress, and long-term societal well-being

What Four Industries, 200,000 Conversations, and One Broken AI Prompt Revealed About Corporate Trust

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 their business.

The Global Offshore Wind Energy Market was valued at USD 76.9 billion in 2025 and is estimated to grow at a CAGR of 12.2% to reach USD 307.5 billion by 2035, as reported in the latest study by Global Market Insights, Inc.

Teams must decide whether to expand existing locations or invest in new ones. Strong demand and operational limits often conflict, so the goal is balancing short-term performance with long-term growth.

Shape Insight and BBH USA ask brands to rethink how they engage ADHD audiences. Silent Spenders 2026 covers loyalty, convenience, scarcity tactics and five principles for fair research. Read the preview before ESOMAR Congress 2026.

The limits of extraction in qualitative research

The Global Boiler Market was valued at USD 112.2 billion in 2025 and is estimated to grow at a CAGR of 6.8% to reach USD 220.9 billion by 2035.

Perhaps many of us have heard of black swans, and even black rhinos. But gray swans? Far fewer people are familiar with that concept.

In the modern insight ecosystem, organisations are drowning in data yet starving for certainty.

A recent academic paper evaluated 31 fraud detection methods to identify which remain effective against AI-powered survey fraud. It found that combining multiple detection techniques is far more reliable than relying on any single method alone.