Innovations

Changing customers’ behaviour is notoriously difficult to do. However, incorporating academic behaviour change models like the COM-B model into primary, as well as secondary market research can help immensely.

Discover how AI and machine learning are revolutionising market research, enabling deeper insights, predictive analytics, and personalised strategies to drive business success.

AI is advancing rapidly, but market research tools feel outdated. While platforms like ChatGPT are making waves, many research solutions still offer basic summaries and simple charts. This is no longer enough.

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

The rapid advancements that allowed Artificial Intelligence (AI) to become commonplace over the past couple of years shook the insights industry to its core and allowed for a discussion that has raged on without signs of abatement.

Ad-hoc market research involves customized, one-time studies with specific objectives and personalized methodologies. We evaluated ChatGPT's performance in this type of research.

Knowing when to use behavioural science is not always easy. This article summarises three prime opportunities for your organisation.

(A written debate from Crispin Beale, Simon Chadwick, Mike Stevens and Finn Raben)

Explore the impact of COVID-19 on businesses worldwide and discover strategies for resilience and insights from the REACT study on business adaptation.

Does your year of your birth really hold the key to your buying habits and to how you approach your work? Many marketers are adamant that it does, and the results of their work back it up.

Most insights teams will know that brand health trackers can be rigid, non-actionable, and inefficient. But brands now have the opportunity to gather brand health tracking insights in a new way to move quicker, smarter, and more strategically.

Exploring this transition, accelerated by Google’s cookie apocalypse announcement, which pushed the biggest brands to focus more on collecting first-party data.

Neuromarketing offers FMCG brands invaluable insights into consumer behavior, enabling them to optimize packaging, colors, and ads to profoundly connect with their target audience and stand out in a saturated market.

The insights function has shifted, with nearly half of research projects now conducted internally. In Latin America, businesses grapple with effectively leveraging AI for insights generation, underscoring the growing importance of partnerships.

Follow this journey into using AI in market research, using an interview platform designed to streamline qualitative studies. It highlights the need for ongoing development and clear communication to optimize AI integration in market research.

Gamification in the market research industry holds promise for enhancing data quality and increasing engagement by transforming panelists into players, drawing inspiration from the success of the mobile gaming sector.

Digital ethnography has rapidly become a powerful tool for understanding consumer insights and motivations. For the food and beverage industry, it can deliver more precise, enduring, and actionable insights.

The recent MIE'24 conference had important lessons for the insights industry, illustrating that those who embrace and leverage AI responsibly will gain a competitive edge in shaping the future of the insights industry.

This article explores the legal and ethical impacts of AI in the market research and insights industry from the perspectives of its various stakeholders.

As consumer behaviour evolves with the changing paradigms of brands, technology and customer experience, the constructs of understanding consumer perceptions and motivations also need to evolve.