Recent Articles

Segmentation in wellness categories often assumes fixed identities. However, consumers are increasingly living in weekly rhythms. And this gap might be costing you the largest emerging segment.

In healthcare, innovation often occurs in isolation. Clinicians, innovators, and patients push progress separately. Breakthroughs happen but are rarely aligned, and insights are gathered but seldom shared.

This is the final part of We Live Context’s Beyond the Algorithm series, created to help brand strategists decode the emotional drivers behind consumer behaviour in an AI-shaped world.

This is the first in a three-part series drawn from We Live Context’s whitepaper, Beyond the Algorithm, created to help brand strategists decode the emotional undercurrents driving consumer behaviour in a world increasingly shaped by AI and algorithms.

Are humans really irrational? Do they never do what they say? And do systems 1 and 2 actually exist in the brain?

Are you looking to better motivate others? This article suggests focusing on three things: Autonomy, Competence, and Relatedness.

The secret behind brands that grow margins while others cut prices.

A Q&A with Dr Christopher Goard, Chair of the Tony Cowling Foundation

Fraud in market research is a major threat, with nearly one-third of respondents flagged as fraudulent in a recent study. Evolving tactics like device spoofing and AI-generated text are outpacing traditional defenses.

Do 95% of human behaviours really occur subconsciously? This article describes three pervasive behavioural science myths – and suggests what we can do about them.

Surveys are falling short. A new method, AI-moderated interviews or AIMI, is proving that the future of research is voice, not checkboxes.

A 40-year (half-century?) perspective

The insights industry is evolving with AI, but three elements remain constant: human needs, market mechanics, and knowledge hierarchy. Leaders should focus on these factors.

Leveraging AI for Quantitative Research and Maximizing Researcher Efficiency

Balancing customer focus with competitive awareness is crucial for business success, leveraging insights to create category-dominating products and services. Here’s how you can find the right balance.

Felicity Terry set off to MAD//FEST to gather feedback from customers and clients. With nearly 12,000 attendees comprised of brands, competitors, and marketing partners, it was an ideal sample size and demographic—a giant focus group!

Does keeping it in-house pose a threat to research agencies?

Jairus Lofton discusses how insights are driving customer understanding and menu strategies to build affinity and loyalty in order to maintain McDonald's as a market leader.

What is an insight, why are they so critical to marketing success, and what’s the secret to getting them right?

Market researchers face demands for speed, quality, and cost-efficiency, leading to technology-driven changes in the industry. But what can we do to stay competitive?