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

Market research began with the goal of impacting businesses. In 1911 it was created the first commercial research role to improve advertising effectiveness, joined by pioneers like Nielsen, Starch, Gallup, and Ogilvy, who engaged with senior management.

How leaders can secure truly differentiating insight in the AI era

AI offers the chance to transform our understanding and broaden our horizons. It not only streamlines value but also motivates us to elevate our standards and aspirations, encouraging us to reach new heights beyond the status quo.

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.

Thermal Energy Storage Systems Market to Surpass USD 102.6 Billion by 2034

Marketing planning often focuses too much on past sales and market share, which doesn't indicate future competitiveness. To gauge a brand’s potential, it's crucial to assess its current marketing performance.

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.

After the 2023 ESOMAR Associations Leaders’ Summit in Mexico City, five Latam associations decided to study how front-of-pack food labeling affects buying habits in the region.

In Argentina, socioeconomic level (NSE) was assessed through characteristics, avoiding direct income questions due to cultural biases.

Since 2019, marketing and research associations in Peru have collaborated to promote industry growth and societal well-being.

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

Research World’s A Day in the Life of a Researcher series, curated by Sandeep Dutta, highlights the daily lives and challenges of researchers shaping the industry's future.

The influence of rare, high-impact events, or "wildcards," like COVID-19 and 9/11, on consumer behaviour and market research. A better understanding and classification of these events is needed to anticipate future changes in consumption patterns.

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

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

An estimated £9bn is spent annually on market research in the UK. This article describes three behavioural science reasons why organisations don’t always maximise value from this investment.

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.

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.

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