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In pursuit of market share and brand longevity, brand owners focus on tracking awareness, consideration, and usage. True sustainable growth, however, depends on understanding what draws consumers to your category, known as Category Entry Points (CEPs).

Is your insight practice is truly ready to work with AI? Find out what you need to do to get there. Read about it in our latest blog.

The Insight Leader’s Playbook also offers a set of less obvious lessons. These aren’t listed in the table of contents, but they are crucial for putting the book’s advice into practice.

Research in the Age of Intelligence depends on context. Without it, we gain only insights; with it, research becomes actionable intelligence.

Growth comes from innovation—not flashy tools, but consistent rhythms, smart risks, and cultural shifts that keep small and mid-sized businesses relevant.

Researchers harnessed the power of insight through the careful design of studies, the development of qualitative methodologies, the crafting of thoughtful questionnaires, the assurance of robust sampling, and the validation of data quality.

At the ESOMAR Connect in California, we discussed thriving under pressure as well as valuable insights on leadership and resilience.

Google search data shaped the 2000s, but TikTok is the cultural oracle of today. While search reflects consumer demand, evolving behavior and data now influence businesses selling a variety of products.

B2B decision-making is seen as more rational than B2C, leading to less emphasis on behavioral science and psychological influences like gut feelings and instincts.

Floating power plants (FPPs) are gaining traction in the shifting global energy market, projected to exceed USD 8.6 billion by 2034, addressing electricity demand in land-constrained or unstable grid regions.

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.

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.

Why Collective Intelligence is the real payoff of AI

Liquid hydrogen is becoming essential for decarbonization, serving as an efficient storage and transport medium. The market is projected to exceed USD 81 billion by 2034, with growth fueled by advances in technology.

This is the second in a three-part series drawn from We Live Context’s whitepaper, Beyond the Algorithm, created to help brand strategists decode the emotional drivers behind consumer behaviour in an AI and algorithm shaped world

AI is now a vital force in research, improving predictive analytics and coding. Our Global WiNdow blog highlights insights from WIN members on the importance of integrating human judgment with ethical practices.

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?

In today’s fast-changing world, adaptation is more than alignment; it is a competitive advantage. This article explores strategic adaptation and the role of insights in facilitating it.

The 5 Blind Spots of Synthetic Responses