Innovations

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Many products fail due to outdated research.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.

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

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

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.

Companies that apply behavioural science principles outperform peers by 85% in sales growth. This article describes three common models for integrating behavioural scientists into organisations, and their pros and cons.

Testing a product’s packaging before launch is essential for brand extension, improvements, or innovations. However, packaging screenings and health checks can be time-consuming and costly.

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.

Brand experience (BX) and customer experience (CX) reflect the emotions consumers feel with your brand, influencing their perceptions, reviews, and loyalty.

Looking back to the rise of online panels may be illustrative in charting the path of synthetic respondents

Feeling overwhelmed by data and deadlines? AI tools like ChatGPT and Google Gemini can streamline your research and boost performance by up to 40%.