Recent Articles

This edition takes an up-close review of the role of insights in the entertainment industry to support the dynamic nature of content development and consumer satisfaction.

As we embark on the exciting journey of technological progress, we ask ourselves how can we in insights take advantage of AI rather than have it take advantage of us? How much can it amplify our capabilities?

What is synthetic data, how can we use it, and what are the risks?

Insight and innovation to help brands drive advancements that focus on sustainability while still delivering for the customer

The Illusion of Choice: 16 1/2 psychological biases that influence what we buy.

A playbook for innovation leaders in the CPG/FMCG industry

Synthetic data is starting to gather momentum in the insight industry. Creating and using synthetic data isn’t just a response to the increasing scarcity of real-world data. It is, in fact, a strategic tool designed to bridge significant data gaps.

AI turns qualitative data into numerical representations you can compute with, quantify, and confidently extract patterns from.

Part one in a three-part series that explores synthetic respondents and their impact on the market research industry.

Oh good. Another article espousing the secrets of persuading young consumers.

Maria Bruder, a Senior Researcher with the BBC World Service, discussed a groundbreaking research project aiming to bridge the gender gap in news consumption.

The global nature of research and how advancements in technology and methodology are driving change, both good and bad for the industry

The death of evidence?

Happily, a lot has happened in the field of statistics since the Roaring Twenties, when writers such as Dashiell Hammett and Ernest Hemmingway were getting their careers underway.

Tech is essential, but it’s not the point

Part one: Leveraging the Direct Customer Relationship Flywheel

Unique perspectives on a spectrum of topics impacting research and insights, from innovation and leadership to trust and disruption.

This article acknowledges the leaps AI has made for our industry but also highlights the pitfalls of distancing ourselves from the people we seek to understand.

Those pesky consumers. If only they would really do what they say they will – buy the sustainable product, do the recycling, eat a plant-based diet – we would be able to save the planet, right?

In a two-part article, we’re going to understand if advertising can be saved from “greenwashing”. The first part will explain what “greenwashing” is and how green claims work.