human insights

Ethnographic research seems to be having a moment, or rather moments, in this new AI-driven market research world. After all, a counterpoint to AI is...

Deep empathy in market research involves understanding customers beyond surface-level data by deeply connecting with their emotions, motivations, and...

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...

There will always be a need for consumer, or as some term it, human, insights. The need to discern what consumers are thinking is an intrinsic part of...

As we continue our series on human insights, it has become clearer in the market research community that the integration of human-centricity to the wo...

With the rise of artificial intelligence, much has been made of this new era of insights, with a growing emphasis on collective intelligence. The cons...

In today's data-rich world, the ability to understand the "why" behind human behavior is more critical than ever. While quantitative data tells us wha...

In this spotlight on Generation Z, we look at how this influential consumer group is driving a significant surge in thrifting and secondhand shopping,...

As learning about your target consumer becomes ever more precise and discerning, psychographic segmentation becomes a crucial key to unlock consumer m...

Artificial intelligence is significantly transforming market research by automating tasks, analyzing vast datasets, and providing new methods for unde...