Recent Articles

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.

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.

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.

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.

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

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

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.

We are the chefs. Data are our ingredients.

But concerns exist.

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

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

AI is advancing rapidly, but market research tools feel outdated.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.

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.

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.

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

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

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

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.

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.

Observations and takeaways from the AI Forum