Recent Articles

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?

AI was once the least exciting subject area in tech. We wanted cyborg pets and robot manservants. What we had was reliable data transfers and more targeted email marketing.

“Think like a content creator” is a suggestion I keep hearing as we at Alpha-Diver continually look for ways to make our insights more actionable and easier for clients to digest and disseminate within their organizations.

How to benchmark your research projects with ESOMAR's Global Prices Study