Hot Topics

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.

Traditional marketing analyzes past consumer behavior, but this relies on self-reported data. Consumer Neuroscience advances this by studying unconscious brain reactions to marketing, allowing us to bypass biases and gain a competitive edge.

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.

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.