Lovebrands

Insight is arguably having a beige moment. We all feel it.

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

In 2016, the political polling industry was hit by a humiliation from which it still has not recovered. All the predictions were wrong: Donald Trump, not Hillary Clinton, was heading to the White House, and trust in polling plummeted.

It seems as if researchers have come to a consensus on the “right” amount of confidence to have in all studies and for all business questions: 95%.

There’s so much jargony, and empty noise in marketing. And most large corporates have their own suite of impenetrable acronyms to complicate matters further.