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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.

With NHS waiting lists near record highs, there is a strong case for encouraging preventive behaviours like improved diet and exercise. However, there are three psychological reasons why engaging the public in such behaviours is extremely challenging.

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.

The COM-B model helps understand and influence customer behavior, supports the growth of behavioral science in business, and increases the likelihood of audiences acting on research findings as well as clients commissioning proposals.

Market researchers may not be technologists, but their ability to implement technology is now career-defining, writes Infotools’ John Bird

De Beers needs a method to process vast data from millions of transactions and about 1,000 retailers in the complex jewelry industry to drive growth and improve efficiency.

“Insights on the Brink” by Brett Townsend and Tim Hoskins encourages insights professionals to transform their work into revenue-generating assets, emphasizing the necessary shifts in mindset, organization, and skills to drive real business impact.

The Nature of Insights is an article series that explores the forces that shape our work and industry.

"Understanding consumer behavior is an ever-evolving challenge. Consumers are dynamic, constantly evolving, and influenced by various factors, making tracking their path to purchase a multifaceted process."

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.

In market research and insights, we need structured innovation to stay ahead of evolving technology and client needs and to meet the demand for quick, impactful insights.

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.

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!

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.

Sophia Mobbs unfolds what brands miss when they don’t look beyond men and women.

This article, an excerpt from ESOMAR's Global Market Research 2023 report, explores how project types and study designs are evolving over time and identifies trends that were already growing and have accelerated.

Internalization in market research is trending, driven by technological advancements, leading to a balance between in- and outsourcing, while strategic insights and foresights remain vital for growth amid increasing demands and resource constraints.