Recent Articles

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

Unique perspectives on a spectrum of topics impacting research and insights, from innovation and leadership to trust and disruption.

Market Research often seeks objective data free from bias to understand how customers perceive product features without external distractions.

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.

Kim Smouter finds out about the supply ecosystem in market research

A playbook for innovation leaders in the CPG/FMCG industry

Explore the impact of COVID-19 on businesses worldwide and discover strategies for resilience and insights from the REACT study on business adaptation.

Christian Kurz explains how audience insights are driving content development and channel strategies as the industry continues to transform.

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

a 3-part series which will explore key applications of three well-known behaviour change frameworks and models.

Those pesky consumers. If only they would really do what they say they will – buy the sustainable product, do the recycling, eat a plant-based diet – we would be able to save the planet, right?

A guide for evaluation of sentiment analysis solutions for market research: What to watch out for when choosing sentiment analysis software

The landscape of global data privacy

This article acknowledges the leaps AI has made for our industry but also highlights the pitfalls of distancing ourselves from the people we seek to understand.

In part 2, we will explain why “greenwashing” is a problem and – most importantly – if and how we can solve it.

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

Who are the UK’s most loved brands, and what are the factors that separate well-liked brands, from loved brands?

ESOMAR presents in its 2021 IMDI ranking the countries with the most developed insights industry

Anatomy of social for 18-25

Ad-hoc market research involves customized, one-time studies with specific objectives and personalized methodologies. We evaluated ChatGPT's performance in this type of research.