Recent Articles

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

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28 January

As market research evolves, fully permissioned first-party data will become crucial in 2025. Three significant shifts are changing how businesses engage with consumers, making this data indispensable.


15 January

Testing a product’s packaging before launch is essential for brand extension, improvements, or innovations. However, packaging screenings and health checks can be time-consuming and costly.


10 January

Are you wasting time and resources on segmentation profiles that go unused? With 68% of business data underutilized (Seagate), it’s clear that traditional audience profiling often misses the mark. It's time for a new approach.


12 November 2024

Feeling overwhelmed by data and deadlines? AI tools like ChatGPT and Google Gemini can streamline your research and boost performance by up to 40%.


17 October 2024

Discover how AI and machine learning are revolutionising market research, enabling deeper insights, predictive analytics, and personalised strategies to drive business success.


16 October 2024

AI is advancing rapidly, but market research tools feel outdated. While platforms like ChatGPT are making waves, many research solutions still offer basic summaries and simple charts. This is no longer enough.


10 October 2024

AI not only decodes subcultures but also creates them. Marketers can now identify emerging groups before they fully develop, giving businesses an advantage in reaching new audiences.


3 October 2024

The rapid advancements that allowed Artificial Intelligence (AI) to become commonplace over the past couple of years shook the insights industry to its core and allowed for a discussion that has raged on without signs of abatement.


27 September 2024

Ad-hoc market research involves customized, one-time studies with specific objectives and personalized methodologies. We evaluated ChatGPT's performance in this type of research.


15 August 2024

(A written debate from Crispin Beale, Simon Chadwick, Mike Stevens and Finn Raben)


23 April 2024

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.


10 April 2024

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.


21 March 2024

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.


20 March 2024

This article explores the legal and ethical impacts of AI in the market research and insights industry from the perspectives of its various stakeholders.


5 March 2024

Alex Hunt discusses the growing and evolving role of artificial intelligence (AI) in the insights industry, including its impact on approach, methodology, and people.


28 February 2024

This article explores how AI will transform the market research and insights industry from the perspectives of its various stakeholders.


7 February 2024

This three-part article explores how AI will transform the market research and insights industry from the perspectives of its various stakeholders.


30 January 2024

Now we look into Aldous Huxley’s Brave New World's six social strata. We have called these the Billionaires’ Club, New Tech Entrepreneurs, the Newly Advantaged, the Newly Disadvantaged, White-collar Drones and the Dispossessed.


29 January 2024

In this two-part article, the authors will lay out a ‘plausible possible future’ for knowledge work, with a framework that provides a view of the potential impact of the widespread adoption of AI on the knowledge worker.


8 January 2024

GPT-4 equals the performance of the top specialized ABSA (Aspect Based Sentiment Analysis) models that have been developed until this year, while learning from just six examples. GPT-3.5, when fine-tuned, achieves the highest accuracy currently known.

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