Recent Articles

AURA is a membership organisation for clientside researchers in the UK. AURA’s aim is to allow their members to grow their expertise and impact that they have in the organisations they work for.

Teams must decide whether to expand existing locations or invest in new ones. Strong demand and operational limits often conflict, so the goal is balancing short-term performance with long-term growth.

The second instalment looking into the newly launched initiative WWT Charter

Over the next four weeks, we’ll cover the WWT Charter’s principles, key tensions it addresses, why fundamentals matter in client–agency relationships, and its success stories.

To shift how Bengaluru sees waste pickers—from invisible and undervalued to recognized, respected, and essential.

What Autonomous Agent Adoption Tells Us About Trust and the Hype Cycle Ahead

In the modern insight ecosystem, organisations are drowning in data yet starving for certainty.

I've spent the last year having coffee with Heads of Insight.

As speed becomes the priority in organisations, qualitative research risks losing depth, complexity and insight — making protected time for deep listening essential.

For much of the past decade, the market research industry made real progress on data quality. Device fingerprinting, attention checks, speed controls and post-survey cleaning helped online research scale while limiting obvious fraud.

We’ve discussed simulations for insights over three years. People ask what simulations are, how they differ from synthetic data, and why it matters for better decisions. Let's clarify.

Community-led outdoor groups are redefining nature beyond the traditional white, individualistic image. Research reveals structural, cultural, and emotional barriers that limit access, highlighting the need for more equitable outdoor spaces.

With data collection now available at the press of a button, it can feel like marketers are drowning in information but starving for insights.

When departments drift into isolation, miscommunication becomes the default. Deadlines slip. Friction blooms. Collaboration stalls. But the problem isn’t the people — it’s the structure.

Traditional expert networks and research panels help reach specific audiences, but for highly specialized profiles—like CRM admins or niche IT users—companies need custom recruitment, since these individuals aren’t part of standard panels.

The insights industry has improved its ability to achieve real business impact over the past 15 years, as shown by the Insights Maturity Model. This series of articles explores key drivers and strategies to enhance corporate consumer insights functions.

Part two of a two-part series on how to best utilize market research data that is stored in an organization’s data lake

In a recent masterclass about trend forecasting, students were asked to create an evidence wall of change signals. Initial enthusiasm turned to frustration as they grappled with the overwhelming amount of information.

Part one of a two-part series on how to best utilize market research data that is stored in an organization’s data lake

The insights industry has improved its ability to achieve real business impact over the past 15 years, as shown by the Insights Maturity Model. This series of articles explores key drivers and strategies to enhance corporate consumer insights functions.