Articles

There is a gap in today’s market research methodologies that needs to be filled; the ability to uncover a patient’s non-conscious narratives that drive their decisions and shape their experiences.

Interest in and use of synthetic data has evolved significantly over the past two years. Synthetic respondents, simulated personas, and AI-generated datasets are now common in conference discussions, product development, and professional dialogue. This shift makes it timely to revisit how synthetic data and synthetic participants intersect with the Insights Association Code of Standards and Ethics. The intent is not to slow innovation or endorse it uncritically, but to ensure that adoption is de...

Ensuring a positive participant experience not only supports better response rates, but promotes the accuracy and engagement that produce reliable insights. The Duty of Care principles in Section 1 of the Insights Association Code of Standards & Ethics (Transparency, Respect, Fairness, and Honesty) are a practical roadmap for obtaining better data and maintaining the public trust on which our profession depends. Below, we examine where each principle might be violated, connect it to the Code, an...

As AI tools get faster and more capable, our responsibility to ask harder questions at the start of a search only increases.

As the time for summer vacations approaches, insights leaders tell us what aspects of market research organizations need to get away from to enhance their efficiency and elevate their impact.

This approach bridges the gap between marketing’s need for scalable, actionable personas and UX’s commitment to deep user understanding.

The profession is setting its own standards through self-regulation, and the way to protect that autonomy is to use the Code proactively, early and often, as a competitive feature rather than compliance overhead.

An excerpt from David R. Morse's new book, Polycultural Intelligence: Eight Rules for Connecting with Generation Alpha.

Survey fraud, defined as a systematic act of intentional deception in order to gain a benefit during the conduct of survey research, has moved from being an occasional nuisance to an existential challenge for the market research industry. The Insights Association Code of Standards and Ethics provides a clear mandate: researchers must ensure transparency, methodological clarity, and data integrity. Nowhere is that more relevant than in how we prevent and disclose acts of fraud.

A look at how AI-driven analysis can unintentionally silence underrepresented voices by prioritizing dominant trends.