Recent Articles

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.

Part one: Leveraging the Direct Customer Relationship Flywheel

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

Traditional marketing analyzes past consumer behavior, but this relies on self-reported data. Consumer Neuroscience advances this by studying unconscious brain reactions to marketing, allowing us to bypass biases and gain a competitive edge.

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.

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?

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

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.

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

The landscape of global data privacy

Tech is essential, but it’s not the point

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

The death of evidence?

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

Devising solutions that have both a global and local impact

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

Do you always have to generate primary data to arrive at Qual insights?

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