Recent Articles

AI is now a vital force in research, improving predictive analytics and coding. Our Global WiNdow blog highlights insights from WIN members on the importance of integrating human judgment with ethical practices.

AI is rapidly transforming industries, improving data analysis and insights through natural language processing and predictive models.

Business leaders face a dilemma in adopting artificial intelligence: balancing rapid innovation with ethical restraint. Many discuss “responsible AI,” but few implement it effectively, risking systems they can't control.

Why Collective Intelligence is the real payoff of AI

AI will always trend towards the middle. Cultural intelligence is your unfair advantage. Insight should provoke, not pacify. It should rebel, not regress. That’s how you avoid the Coldplay Effect.

AI is increasingly seen as a solution for research, but a ScienceDirect report reveals that collaboration with human researchers is still in early stages, especially in thematic analysis.

How leaders can secure truly differentiating insight in the AI era

AI is changing how we generate insights, but not all AI-driven methods are the same. Relying solely on 'synthetic data' can be misleading and unhelpful, as it should not be treated as a catch-all term for all AI outputs.

Artificial intelligence is transforming the pharmaceutical industry and improving data collection and analysis for market researchers, enhancing efficiency and speed.

Can synthetic data be considered fully anonymised data under the EU General Data Protection Regulation (“GDPR”)?

This article presents case studies on AI's role in enhancing market research and driving business success.

The insights industry is evolving with AI and ethical challenges, focusing on trust, data quality, and the importance of human insights.

In a rapidly changing market, brands can't rely on intuition and outdated benchmarks. Many teams still depend on traditional KPIs and extensive manual analysis for concept testing.

As one researcher portentously said to me recently – “What if I don’t want to be a prompt engineer?”

This edition features Sarah Ashley, who shares insights on Google Ads for EMEA. We discussed the role of insights in tech innovation and tips for strategic transitions at one of the world's leading companies.

The market research landscape is evolving rapidly. As we near 2025, innovative brands are embracing new trends to stay competitive.

This edition highlights John Sevec, a research innovation leader with over 35 years of experience. As Senior VP of mTab, he directs client strategy for a top Decision Intelligence Platform and is recognized as an MRS Research Hero.

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.

Market researchers typically spend 80% of their time on data preparation and only 20% on insights and storytelling. This imbalance, even with new tools, stifles innovation and limits transformative insights for businesses.

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.