Know what's next.

Author Rob Key draws parallels between the early days of SEO “dark-arts” (like keyword stuffing and link farms) and the emerging field of Generative Engine Optimization (GEO), warning that manipulative tactics may lead to loss of trust and brand damage. Key argues that genuine value—such as consistent, factual, and ethically grounded content aligned with brand values—is now more important than ever for visibility and integrity in AI-driven content discovery.

The Insights Association continued its vigorous advocacy on the most pressing legislative and regulatory issues shaping the U.S. insights industry, from evolving state privacy frameworks to emerging artificial intelligence restrictions and even challenges to the census. November’s update highlights where IA is pushing back, pushing forward, and protecting your ability to conduct responsible, effective research.

The Global Data Quality Initiative has released three new resources—a procurement guide, incentive guidelines, and a buyer sentiment survey—to help safeguard data quality and strengthen trust in research. Together, they offer practical standards, clear guidance, and actionable benchmarking to improve procurement, participant experience, and understanding of market perceptions.

This marks Leger’s 15th acquisition. Leger is now the largest Canadian-owned market research and polling firm in the country, with offices across Canada and the United States. This new acquisition further solidifies its expertise in the advertising research space. Founded in 2008 and led by Bernie Malinoff (formerly of Ipsos and Angus Reid), Element54 has built a strong reputation in the Canadian research landscape. The firm's clientele includes a diverse range of distinguished clients from various sectors, such as retail, financial services, transportation, and lotteries.

CIRQ, an accredited International Standards Organization (ISO) audit and certification body that is a subsidiary of the Insights Association, announced that Toronto-based Dig Insights, Inc. has been certified to the ISO 20252 Standard, which establishes globally recognized terms, definitions, and service requirements for project management in research organizations. Processes outlined in ISO 20252 are designed to produce transparent, consistent, well-documented, and error-free methods of conducting and managing research projects.