Insight professionals use online insight platforms for data collection and data analytics. Every platform varies and each client is looking to customise and use a platform in a slightly different way to suit their business’ needs and allow them to meet their objectives. However, there are commonalities between all needs…

Insight experts today have a multitude of qualitative research methods to choose from at any one time. Each method has its strengths and purpose, with many able to combine in order to provide a well-rounded qualitative experience and actionable insights for stakeholders. But equally, there are areas where some qualitative…

As the Greenbook GRIT survey opens for another year, and I answer questions about the role of automation, technology and working practices in market research — I find myself reflecting on the role of innovation in the sector, and what has made it such a valuable part of our sector. …

What is market research without research respondents? A lot of questions without well-founded answers. The insights industry would not function if we lost our research respondents. Stakeholders wouldn’t have any insights to inform their decisions and insight teams would lose business. Luckily, there are customers and consumers out in the…

How do you evaluate whether your research is successful? It’s an innocuous question, but one that is surprisingly difficult to answer. Not because we, as researchers, can’t intuit whether our data and analyses are making an impact — but because, on an objective level, success is difficult to define. By…

Qualitative insights are incredibly valuable for stakeholder decision-making, providing the all-important depth and reasoning behind customer behaviours. In recent years there has been a large increase in demand for qualitative insights as more and more stakeholders realise their potential and want to learn more about their customers’ actions, opinions, needs…

It’s not uncommon within the insights industry to see good arguments for recognising customers as stakeholders when it comes to actioning insights and driving change for businesses. …

Qualitative interviews are a staple of good market research. They allow insight experts to gather deep, detailed data on any topic imaginable, whether on their own or as part of a larger research design to further inform the data gathered from other tasks. These interviews can be conducted in a…

Brand awareness has divided marketers for a long time. For some, it’s a vanity metric that has little bearing on revenue. For others, it’s a crucial factor of success. …