Recent Articles

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.

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.

Part one: Leveraging the Direct Customer Relationship Flywheel

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

The global nature of research and how advancements in technology and methodology are driving change, both good and bad for the industry

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.

Exploring the Roadblocks to Reliable Insights and Actionable Data

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.

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

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

The landscape of global data privacy

A playbook for innovation leaders in the CPG/FMCG industry

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?

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

The post-pandemic recovery is in its fifth gear.

Kim Smouter finds out about the supply ecosystem in market research

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

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

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.