Balancing Act: Blending Synthetic & Natural Data in Research
The insights community is still weighing the use of synthetic data. With the growth in AI developments synthetic data is coming into the spotlight as...
data science
Articles
Unlocking Analytics to Improve Data-Driven Marketing
Marketing today is going beyond just generic segmentation—with the help of data-driven insights. Connecting data to drive marketing performance invo...
The Integrity Imperative: Combating Market Research Fraud
Market research fraud poses a serious threat to data integrity, causing unreliable insights and eroding trust in the industry, not to mention the fina...
The Future of Data Teams: Human, Hybrid, or HAL 9000?
The CEO slid a glossy McKinsey slide across the table. "They're doing it with eight people and an AI copilot. Why do we need forty analysts?"...
Increasing Engagement with Conversational Surveys
Can surveys get more conversational? AI-powered market research tools are developing at a rapid pace. As part of that wave of evolution, conversationa...
The Future of Consumer Behavior: Trends to Watch
As we head towards the back half of 2025, several key consumer behavior trends have been shaping the marketplace. These trends can continue to help th...