Recent Articles

This is the second in a three-part series drawn from We Live Context’s whitepaper, Beyond the Algorithm, created to help brand strategists decode the emotional drivers behind consumer behaviour in an AI and algorithm shaped world

Part two of a two-part series on how to best utilize market research data that is stored in an organization’s data lake

Researchers harnessed the power of insight through the careful design of studies, the development of qualitative methodologies, the crafting of thoughtful questionnaires, the assurance of robust sampling, and the validation of data quality.

In a recent masterclass about trend forecasting, students were asked to create an evidence wall of change signals. Initial enthusiasm turned to frustration as they grappled with the overwhelming amount of information.

This is part of a three-part series on disciplinary influences in qualitative market research. The series examines the uneven impact of psychological, psychoanalytical, and sociological perspectives, and make the case for a more pluralistic approach.

Discover some of the companies that have chosen to be a part of the ESOMAR community as corporate members.

The 5 Blind Spots of Synthetic Responses

This is part of a three-part series on disciplinary influences in qualitative market research. The series examines the uneven impact of psychological, psychoanalytical, and sociological perspectives, and make the case for a more pluralistic approach.

Discover some of the companies that have chosen to be a part of the ESOMAR community as corporate members.

Our Human-in-the-Loop approach is simple: AI for repetitive tasks; Humans for insights; and evidence for every claim. Read our POV.

Discover some of the companies that have chosen to be a part of the ESOMAR community as corporate members.

In healthcare, innovation often occurs in isolation. Clinicians, innovators, and patients push progress separately. Breakthroughs happen but are rarely aligned, and insights are gathered but seldom shared.

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

Are humans really irrational? Do they never do what they say? And do systems 1 and 2 actually exist in the brain?

Strategic planning, when powered by real data trends, becomes a map instead of a guessing game. Whether you're weighing a new location or planning product expansion, analytics can surface patterns your gut can’t always catch.

A Q&A with Dr Christopher Goard, Chair of the Tony Cowling Foundation

Each month, Simpson Carpenter’s Rhiannon Price asks some familiar faces in the MRX world what they have learned about themselves and the industry on their journey so far.

The Evolution of Human Confidence

AB-InBev used the 2024 Olympics to launch Corona Cero, their non-alcoholic beer for celebration and connection, capturing a rare global brand spotlight — a campaign that went on to win this year's Esomar Global Qualitative Excellence Award

The battery pack market is rapidly growing, with predictions of surpassing USD 472 billion by 2034. This growth is driven by several intersecting factors