Recent Articles
Explore the latest contributions from the community published on Research World to inspire and provoke your thinking.
Sales and market research
7 min readSales and market research – how do they rub along together, if at all?
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.
Ultimately, it is truly about our relationship to work, and the kind of company one wants to join, build or lead.
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.
Social listening has a long way to go
8 min readDo you always have to generate primary data to arrive at Qual insights?
Kim Smouter finds out about the supply ecosystem in market research
Targeting consumers this Black Friday
7 min readHow to target consumers this Black Friday during record levels of inflation…
Unpacking human centricity
5 min readTech is essential, but it’s not the point
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.
AI turns qualitative data into numerical representations you can compute with, quantify, and confidently extract patterns from.
Delivering the deliverable
6 min readA plea for storytelling
AI - bane or boon for market research?
6 min readChatGPT and Bard will transform our jobs as market researchers: both disruption and opportunity lie ahead.
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?
The three key pillars of sustainability
8 min readThe important work that PepsiCo is doing around sustainability
Is the insights industry too complex?
6 min readHow to solve the excessive complexity of the Insights profession?
Welcome to the Twatterverse!
5 min readThe death of evidence?
2021 had been an incredible year for investment into the insights and marketing analytics sector – over $9 billion in one single year. Surely the market would have to take a rest in 2022?
The future-focused evolution of foresight
10 min readToday, many organisations are demanding more from insights and expecting them to evolve into foresight that can drive predictions and help the company adopt a future-focused approach.