Innovations

The insights industry is evolving with AI and ethical challenges, focusing on trust, data quality, and the importance of human insights.

In a rapidly changing market, brands can't rely on intuition and outdated benchmarks. Many teams still depend on traditional KPIs and extensive manual analysis for concept testing.

In this article, we explore how micro-habits can transform marketing, research, and data-driven decision-making, offering a fresh approach to business intelligence.

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.

Screens connect us, serving as teachers and giving access to concerts, news, and captivating images, all without distance being a barrier.

Ethnic food moves past monolithic with a new wave of seasonings, spices and condiments that are as big in personality as in taste

Think consumer decisions are always completely rational? This article describes how consumers can be influenced by false information; jingles and rhymes; and appeals to nature.

Word-of-mouth marketing has been essential for brands which thrive without traditional advertising. Social media and augmented reality (AR) enhance product discovery and strengthen connections.

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.

Semiotic Mapping of Six Animated Children’s Series

Many products fail due to outdated research. Agile techniques can help brands uncover insights and improve innovation success.

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

Ensuring research accuracy is essential. Triangulation combines multiple approaches to enhance the confidence in research findings.

This edition features Sarah Ashley, who shares insights on Google Ads for EMEA. We discussed the role of insights in tech innovation and tips for strategic transitions at one of the world's leading companies.

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

This Ipsos study on synthetic data in product testing emphasises its potential to enhance human data collection when traditional methods are costly.

This edition highlights John Sevec, a research innovation leader with over 35 years of experience. As Senior VP of mTab, he directs client strategy for a top Decision Intelligence Platform and is recognized as an MRS Research Hero.

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.

Market researchers typically spend 80% of their time on data preparation and only 20% on insights and storytelling. This imbalance, even with new tools, stifles innovation and limits transformative insights for businesses.

France’s food culture is steeped in tradition; it’s a food culture where change is slow, and beloved rituals, ingredients, and flavours are kept pristinely conserved over the ages.