Brand Stories

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.

Exploring the Roadblocks to Reliable Insights and Actionable Data

As 2024 ends, experts from WIN highlight challenges like integrating AI and supporting employee well-being, emphasizing lessons learned for the future.

Market and opinion research provides a snapshot of current conditions. In today's VUCA world—volatile, uncertain, complex, and ambiguous—decision-makers need data that informs both the present and the future.

Brand experience (BX) and customer experience (CX) reflect the emotions consumers feel with your brand, influencing their perceptions, reviews, and loyalty.

The global energy landscape is witnessing a remarkable transformation, driven by a surge in renewable energy adoption.

Market Research often seeks objective data free from bias to understand how customers perceive product features without external distractions.

Explore the impact of COVID-19 on businesses worldwide and discover strategies for resilience and insights from the REACT study on business adaptation.

Emmie Heath considers the appeal of small towns when contemplating a move. Understand why they offer unique benefits like cost savings and a more relaxed pace of life.

During Isabelle's career, she has seen the industry shift from focusing solely on "consumer insights" to exploring "human truths". This reflects a growing understanding that we need to view people as complete human beings, not just as consumers.

Does your year of birth really hold the key to your buying habits and to how you approach your work? Many marketers are adamant that it does, and the results of their work back it up.

Does your year of your birth really hold the key to your buying habits and to how you approach your work? Many marketers are adamant that it does, and the results of their work back it up.

Winners of ESOMAR's Research Got Talent competition write about their project, in partnership with the YMCA Centre for Immigrant Programs, where they investigated the key employment challenges faced by newcomers to Canada.

ESOMAR's Research Got Talent winners were invited to write an article about the research they presented. This piece covers developing trust for social change, with a focus on the authors' home country of Peru.

To effectively gather insights from Generation Z, researchers must embrace innovative methodologies and nuanced approaches that reflect the diverse perspectives and behaviors of this unique cohort.

Digital ethnography has rapidly become a powerful tool for understanding consumer insights and motivations. For the food and beverage industry, it can deliver more precise, enduring, and actionable insights.

JICs, Joint Industry Committees & MOCs, Media Owner Committees

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.

Culturally, we’re in a decidedly teenage era. So why do consumers behave in specific ways and buy certain product categories and brands?

Maria Bruder, a Senior Researcher with the BBC World Service, discussed a groundbreaking research project aiming to bridge the gender gap in news consumption.