Recent Articles
Explore the latest contributions from the community published on Research World to inspire and provoke your thinking.
Consumers now demand authenticity and meaningful stories in advertising, not just diverse faces.
Revealed: UK Consumers most-loved brands
4 min readWho are the UK’s most loved brands, and what are the factors that separate well-liked brands, from loved brands?
Devising solutions that have both a global and local impact
Do standards and ethics which are so important to us inside our professional lives, extend outside those lives?
a 3-part series which will explore key applications of three well-known behaviour change frameworks and models.
Gen Z blah, blah, blah
5 min readOh good. Another article espousing the secrets of persuading young consumers.
Ultimately, it is truly about our relationship to work, and the kind of company one wants to join, build or lead.
Social listening has a long way to go
8 min readDo you always have to generate primary data to arrive at Qual insights?
Follow this journey into using AI in market research, using an interview platform designed to streamline qualitative studies. It highlights the need for ongoing development and clear communication to optimize AI integration in market research.
Targeting consumers this Black Friday
7 min readHow to target consumers this Black Friday during record levels of inflation…
In the first part of this article, we established that we now face a genuinely new paradigm for insight. But just how will the arrival of generative AI change the overall business structure within which insight operates.
Kim Smouter finds out about the supply ecosystem in market research
Delivering the deliverable
6 min readA plea for storytelling
Do you know how consumers really feel about your brand, communications or category?
Unpacking human centricity
5 min readTech is essential, but it’s not the point
AI turns qualitative data into numerical representations you can compute with, quantify, and confidently extract patterns from.
The body care and beauty landscape are likely to retain its dominance in the market, with 53% of the market’s overall growth originating from South Africa.
The hidden key to happiness
7 min readPractice gratitude - day in day out. Try to trust more and forgive.
Predictive qual
6 min readHow to turn the art of qual into a science of impact?
AI - bane or boon for market research?
6 min readChatGPT and Bard will transform our jobs as market researchers: both disruption and opportunity lie ahead.