Market research has been a boon for businesses since its inception, allowing stakeholders to get to know their customers and consumers on a fundamental level: understanding significant behavioural patterns both on and offline, their experiences and opinions that define them, their defining habits and hobbies, and more. Because of this…

Which sampling technique to use is one of the most important choices that researchers can make at the outset of an academic or market research study. It represents the way you will select individuals to study from a wider population. …

In case you missed it (which seems unlikely), ChatGPT, the Artificial Intelligence model trained for conversation interactions has been making waves in the last few months. But once you’ve finished asking it to write songs about your cats in the style of Dolly Parton (guilty — and it wasn’t exactly…

No two people will experience the same day in the market research industry — of course there will be some similarities across to-do lists with those working in the same roles, however there is usually a discrepancy that means that each insight expert will take on one task and another…

Decision-making is a fickle, individual process, which is built up on a foundation of environmental and human factors. When it comes to decision-making in a business, stakeholders have a lot of different factors to take into account, such as business objectives, team strategies and current resource allocations, as well as…

“We like to filter new information through our own experiences to see if it computes. If it matches up with what we have experienced, it’s valid. If it doesn’t match up, it is not” says Ijeoma Oluo, one of my favourite authors in one of her books. …

Every time we interact with the online domain, we contribute to an ever-growing stream of information about our usage, behaviour and interactions with whatever sites or pages we use. …

With the latest advancements in publicly-accessible artificial intelligence programmes, it’s led to a lot of discussions surrounding both the public and commercial applications of current-state AI. …

Surveys have been the most popular research method since the conception of market research. They are a still-flourishing method that stakeholders continually turn to as a first port of call and research participants are most comfortable completing. …