Recent Articles

Explore the latest contributions from the community published on Research World to inspire and provoke your thinking.

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23 January 2023
in General

The internalisation of the insights function


7 May

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.


25 October 2021

Policymakers should give greater consideration to long-term outcomes of nudges


26 October 2023
in General

Companies using behavioural science outperform peers by 85% in sales growth and 25% in gross margin. This article describes a critical way in which behavioural science boosts research agency growth: by reducing opportunity costs.


25 September 2023

In today’s interconnected world, collaboration knows no borders. Discover how global partnerships are revolutionizing market research and empowering insights professionals to uncover hidden gems and drive impactful innovation.


27 July 2023
in General

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


17 July 2023

When we hear that inflation is high, or the exchange rate is down, or that unemployment is up, we start thinking about the general economic situation. And – more specifically – how it’ll affect our own business.


9 August 2023

This is the second half of our article on sustainability say-do gap. Part 1 explained why we shouldn’t hold consumers responsible for it. In this second part, we look at where we should focus our efforts.


6 February
in General

A typical market research project includes several stages, and focusing on data quality during each of these is, of course, critical.


10 April

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.


29 November 2021

Apple App Store has become one of the most wanted mobile marketplaces among the world's developers


21 November 2022
in General

The turnover left untapped in the past two years, may well haunt the industry for longer.


16 November 2021

Second part of a conversation with two individuals who are disrupting the creative advertising space through insight and innovation: Sir Martin Sorrell, Executive Chairman of S4 Capital and Scott Spirit, its Chief Growth Officer.


4 April
in General

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.


6 June 2023

Experts across every field often point to continual learning as a foundation for their expertise. The same tends to hold true for market research and insights.


10 April 2023

Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.


11 May 2023
in General

Earlier this week, on Tuesday, 9 May, I attended my first market research event, MIE’23. Many insightful companies stood in the hall, ready to display their potential during program sessions.


17 November 2023

Jairus Lofton discusses how insights are driving customer understanding and menu strategies to build affinity and loyalty in order to maintain McDonald's as a market leader.


21 November 2023

A recent roundtable discussion delved into the diverse landscape of AI's role in qualitative research, raising a multitude of questions and considerations.


15 October 2021

Step 1 – The Brand DNA: history, vision and mission to build upon

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