Articles

See which method worked best - why, where, and how...

When working with hard-to-reach, multicultural, or highly specific populations, recruitment itself becomes part of research quality. Here are 6 lessons to apply.

A look at how the company combines access to real people, in-the-moment research, and hands-on guidance to turn reliable evidence into better business decisions.

The technology is moving quickly, but software demonstrations have become much easier to produce than confidence in how those tools will perform.

Why the largest overlooked customer-acquisition opportunity is sitting beyond the age band most briefs still treat as the end of the market.

The market research industry has spent years building better fraud detection tools. The next breakthrough won't come from better technology alone; it will come from working together.

Where insights sometimes generate knowledge that never reaches action, communications sometimes reaches action without sufficient knowledge.

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...