Recent Articles
Explore the latest contributions from the community published on Research World to inspire and provoke your thinking.
Why insights professionals should stop blaming consumers for the sustainability say-do gap. Part 1.
5 min readThose 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?
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?
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?
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.
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.
Ultimately, it is truly about our relationship to work, and the kind of company one wants to join, build or lead.
Targeting consumers this Black Friday
7 min readHow to target consumers this Black Friday during record levels of inflation…
Delivering the deliverable
6 min readA plea for storytelling
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.
Do you know how consumers really feel about your brand, communications or category?
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.
Kim Smouter finds out about the supply ecosystem in market research
Unpacking human centricity
5 min readTech is essential, but it’s not the point
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 turns qualitative data into numerical representations you can compute with, quantify, and confidently extract patterns from.
The square peg in the round hole? Part 1
4 min readBusiness intelligence platforms in a market research world