Recent Articles

To effectively gather insights from Generation Z, researchers must embrace innovative methodologies and nuanced approaches that reflect the diverse perspectives and behaviors of this unique cohort.

Neuromarketing offers FMCG brands invaluable insights into consumer behavior, enabling them to optimize packaging, colors, and ads to profoundly connect with their target audience and stand out in a saturated market.

Discover the latest companies who have chosen to join the ESOMAR community as corporate members.

Technological advancements have reshaped market research, but it's not that simple. Here, we provide an edited extract of a chapter that can be found in ESOMAR’s Global Market Research report.

The insights function has shifted, with nearly half of research projects now conducted internally. In Latin America, businesses grapple with effectively leveraging AI for insights generation, underscoring the growing importance of partnerships.

The paramount concern for software vendors is crafting capabilities that adhere to the diverse spectrum of privacy standards and legislation across the world.

No place brings together knowledge, talent, laughter and celebration like the ESOMAR LATAM Conference

ESOMAR’s Global Prices Study 2023 finds that the global median price for social listening projects involving the delivery of data collection, presentation and advanced analytics has been steadily increasing over the years.

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.

Gamification in the market research industry holds promise for enhancing data quality and increasing engagement by transforming panelists into players, drawing inspiration from the success of the mobile gaming sector.

El entorno enérgico que caracteriza el evento de ESOMAR en Latinoamérica enfatiza el poder transformador de la investigacion de mercado, subrayando la crucial importancia de involucrar a las nuevas generaciones y de abogar por una sociedad igualitaria.

If we don’t do something, we will not have any respondents left. Exploring the causes of lower survey quality and the main solutions to overcome the problem from the perspectives of market research and insights industry stakeholders.

Digital ethnography has rapidly become a powerful tool for understanding consumer insights and motivations. For the food and beverage industry, it can deliver more precise, enduring, and actionable insights.

What is the moral case for what we do as market researchers? It's a question that demands more than just a casual response. Turns out, there are cases both for and against the morality of market research.

The results of the latest ESOMAR Users and Buyers Global Insights Study show there is much to be positive about in the next 12 months, alongside clear challenges ahead for internal insights teams and their research agency partners.

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.

The abundance of data from diverse sources presents both opportunities and obstacles. A proactive self-regulation policy such as the currently under-revision ICC/ESOMAR Code will be pivotal in addressing them.

Discover the latest companies who have chosen to join the ESOMAR community as corporate members.

JICs, Joint Industry Committees & MOCs, Media Owner Committees

The recent MIE'24 conference had important lessons for the insights industry, illustrating that those who embrace and leverage AI responsibly will gain a competitive edge in shaping the future of the insights industry.