Innovations

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.

Alex Hunt discusses the growing and evolving role of artificial intelligence (AI) in the insights industry, including its impact on approach, methodology, and people.

This article explores how AI will transform the market research and insights industry from the perspectives of its various stakeholders.

This three-part article explores how AI will transform the market research and insights industry from the perspectives of its various stakeholders.

Now we look into Aldous Huxley’s Brave New World's six social strata. We have called these the Billionaires’ Club, New Tech Entrepreneurs, the Newly Advantaged, the Newly Disadvantaged, White-collar Drones and the Dispossessed.

In this two-part article, the authors will lay out a ‘plausible possible future’ for knowledge work, with a framework that provides a view of the potential impact of the widespread adoption of AI on the knowledge worker.

From zero-party data to the gaming gender divide, we find out how consumer's mobile app behaviour can give us new insights.

Mobile behavioural data is critical in the quest for human understanding - and for businesses seeking to stay ahead of the competition and remain relevant.

In a world where consumers say that they wouldn’t care if 74% of the brands they use disappear and feel that less than 27% of brands improve their lives and well-being, the need to bond more closely with consumers is becoming more urgent.

In this episode, we delve into the pressing challenges businesses face in attracting new customers in the post-COVID world.

There is a prevailing narrative that most innovation fails: the figure that is often quoted is that 95% fail. But is it true?

GPT-4 equals the performance of the top specialized ABSA (Aspect Based Sentiment Analysis) models that have been developed until this year, while learning from just six examples. GPT-3.5, when fine-tuned, achieves the highest accuracy currently known.