Recent Articles

As we embark on the exciting journey of technological progress, we ask ourselves how can we in insights take advantage of AI rather than have it take advantage of us? How much can it amplify our capabilities?

Insight and innovation to help brands drive advancements that focus on sustainability while still delivering for the customer

The importance of innovation and leadership in insights technology

Kim Smouter finds out about the supply ecosystem in market research

Part one in a three-part series that explores synthetic respondents and their impact on the market research industry.

Maria Bruder, a Senior Researcher with the BBC World Service, discussed a groundbreaking research project aiming to bridge the gender gap in news consumption.

What is synthetic data, how can we use it, and what are the risks?

The Illusion of Choice: 16 1/2 psychological biases that influence what we buy.

A playbook for innovation leaders in the CPG/FMCG industry

Oh good. Another article espousing the secrets of persuading young consumers.

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 global nature of research and how advancements in technology and methodology are driving change, both good and bad for the industry

AI turns qualitative data into numerical representations you can compute with, quantify, and confidently extract patterns from.

Happily, a lot has happened in the field of statistics since the Roaring Twenties, when writers such as Dashiell Hammett and Ernest Hemmingway were getting their careers underway.

To expand our understanding of the streaming entertainment industry, we sat down with Natasha Hritzug, the Vice President of Consumer Insights for WarnerMedia, to get an inside review of insights’ role in the entertainment industry.

Part one: Leveraging the Direct Customer Relationship Flywheel

In a two-part article, we’re going to understand if advertising can be saved from “greenwashing”. The first part will explain what “greenwashing” is and how green claims work.

Unique perspectives on a spectrum of topics impacting research and insights, from innovation and leadership to trust and disruption.

The visibility of LGBTQ+ individuals in media and their representation in campaigns, ads, and content has a lasting impact on creating an inclusive social atmosphere.

Tech is essential, but it’s not the point