Innovations

How leaders can secure truly differentiating insight in the AI era

AI is changing how we generate insights, but not all AI-driven methods are the same. Relying solely on 'synthetic data' can be misleading and unhelpful, as it should not be treated as a catch-all term for all AI outputs.

Thermal Energy Storage Systems Market to Surpass USD 102.6 Billion by 2034

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.

Artificial intelligence is transforming the pharmaceutical industry and improving data collection and analysis for market researchers, enhancing efficiency and speed.

Do 95% of human behaviours really occur subconsciously? This article describes three pervasive behavioural science myths – and suggests what we can do about them.

(Reflections on Meaning in the Age of Information Overload)

In today's digital world, consumers desire personalised experiences, but it can feel intrusive rather than helpful.

Interventions to change others’ behaviour fail for three main reasons. This article describes these reasons – and what you can do about them.

Uncover the hidden forces shaping today’s business landscape. Adopting an Ecosystem Lens gives you a deeper understanding of the elements, interactions, and dynamics that drive success across organizations, industries, and markets.

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In a rapidly changing market, brands can't rely on intuition and outdated benchmarks.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