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A new archetype is emerging: the Performative Male — a man who appears emotionally aware, spiritually curious, and refined. He embraces wellness culture, flirt with feminist ideas, and displays personal growth, blending sensitivity with a curated image.

What does “invisible bias” mean in AI‑assisted market research

In January 2026, economic concerns remained top of mind in the U.S. and globally—though varying by market—according to the *What Worries the World* report, based on the long-running Ipsos Global Advisor survey across 29 countries.

Over the past decade, consumers were promised a shift from ownership to access and sharing rather than buying. However, after more than ten years, the reality of this shift has proven to be much more uneven than early supporters expected.

How Generative AI 2.0 and Digital‑Twin Ecosystems Are Reshaping Decision‑Making

Each month, in “The Challenges & Triumphs of Change” I speak with a client-side insights professional on the realities of using insight to drive change in their business.

In the series "Q&A-Gency" Alex Holmes speaks with a leading voice in creative development and media planning. The goal? To explore how insight shapes their work - and whether their approach is evolving in today’s rapidly changing world.

Welcome to the Attention Economy, where silence is the ultimate status symbol and restraint is the new luxury.

Brunswick’s 2026 report forecasts a convergence of blended reality, human augmentation, and a counter-trend demand for authentic, human-centric craft.

Innovation teeters on the precipice of convention, where the ordinary meets the extraordinary

This third article in the Road to Business Impact series examines how consultative capabilities enable insights teams to turn insight maturity into real business impact.

We’ve discussed simulations for insights over three years. People ask what simulations are, how they differ from synthetic data, and why it matters for better decisions. Let's clarify.

Personalization is vital for small business growth, helping brands stand out and connect with audiences personally. By customising digital experiences, businesses convert browsers into repeat customers and foster loyalty.

It’s not new news that we humans love a bit of escapism and brands have been capitalising on that for decades.

Study reveals how question design and cultural dynamics can massively inflate brand-awareness claims, urging more careful global research practices.

AI dominates market research discussions with promises of automation and speed, yet human experience language remains vital. The future isn’t choosing between humans or machines but blending AI's scale with human depth.

How AI is helping researchers move beyond traditional surveys and into hybrid, deeper designs

Traditional expert networks and research panels help reach specific audiences, but for highly specialized profiles—like CRM admins or niche IT users—companies need custom recruitment, since these individuals aren’t part of standard panels.

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.

Will Insight become faster cheaper and better without you?