Trust Signals: Understanding Consumer Perspectives on AI
Marketers are increasingly relying on AI in their business and advertising practices. Yet, for consumers, do they really trust AI to make decisions? W...
consumer behavior
Articles
How Contradictions in Consumer Identity Are Reshaping Brands
Deep consumer research strives to understand people in all their complexity. This moves research beyond just surface insights but at the same time can...
Transforming Consumer Segmentation to Drive Impact
Consumer segmentation continues to transform portfolio strategy by shifting focus from broad demographic buckets to needs-based and psychographic moti...
Scoring With the New Sports Consumer
Calling all kickers! The FIFA World Cup 2026 event kicked off June 11 to July 19, 2026, across venues in the U.S., Canada, and Mexico. This specially...
How Market Research Is Redefining Marketing’s Competitive Edge
Market research is intersecting with marketing in diverse ways and with perhaps more agility than ever before. Thanks in part to a robust data-driven...
Discovering Overlooked Marketing Trends
We are well into 2026, and most insights and marketing teams have explored a range of diverse consumer trends, planned their marketing and branding ca...