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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...
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Human Insights: Creating Value in an AI-Driven Business World

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...
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The Human Element: Navigating the AI Revolution

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...
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Beyond Algorithms: Reclaiming Human-Centricity

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...
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Human Insights: Understanding People to Drive Impact

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...
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How An Embrace of Thrifting Provides Gen Z Insights

In this spotlight on Generation Z, we look at how this influential consumer group is driving a significant surge in thrifting and secondhand shopping,...
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Decoding Consumer Motives: The Power of Psychographic Segmentation

As learning about your target consumer becomes ever more precise and discerning, psychographic segmentation becomes a crucial key to unlock consumer m...
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Transforming Data into Decisions: The Human-AI Partnership

Artificial intelligence is significantly transforming market research by automating tasks, analyzing vast datasets, and providing new methods for unde...
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Beyond Traditional: The Promise and Perils of Synthetic Data

Synthetic data, powered by the growth of machine learning and AI, is emerging as an early yet influential force in market research. With the promise a...
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Redefining Market Research Through the AI Evolution

Artificial intelligence is rapidly impacting and influencing the market research profession. This can be seen in terms of scale, efficiencies and auto...