Here’s a paradox worth pondering: The more sophisticated AI becomes, the more human market research becomes. For decades, the ...

Utilizing market research to inform decision-making begins with clearly identifying the objective: What specific goal am I looking to achieve? The scope and nature of the decision to be made will ...

Learn the systematic process for sorting data to aid in your business decision-making. The core objective of market research is to provide evidence-based insights that decrease uncertainty and risk.

Market research provides businesses with valuable insights into their competitors, customers and industry trends. Do it well and you can spot new opportunities before your competitors. You’ll also be ...

If you’re still focusing on the brand, and not the consumers you want to reach, that’s your first clue that you may need to reimagine your insights approach. My company's research has shown that just ...

In a groundbreaking shift for the marketing world, artificial intelligence (AI) is granting professionals a power previously out of reach—the ability to deeply understand the elusive “WHY” behind ...

Researchers from University of Wisconsin-Madison published a new Journal of Marketing study that examines how a combination of Generative AI and human input leads to superior marketing research. The ...

Research has shown that measuring customer surplus value, or now how much compensation a customer requires to forgo the brand, can help companies determine how valuable they are to their customers.