Advertisement Features Archive

Advertisement feature8 January 2025

Qualitative Research in a Time of Cultural Flux

Jamal Khadar

In December last year, when my colleague Jo and I gave a lecture on qualitative research to students at the University of Amsterdam, I was struck by two things. First, the quiet relief I felt seeing the subject given thoughtful attention. The second was the interesting contrast in the students’ questions during our discussions.

Advertisement feature11 December 2024

Breaking ‘the S word’ love triangle between brands, governments and consumers

The concept of sustainability has become urgent, universal, and unavoidable, but the use of it, by brands and in marketing in particular, is also fraught with challenges that can hinder progress. C Space’s The ‘S’ Word report, which examined the perspectives of over 4,000 people across 11 markets, paints a picture of confusion, frustration, and a lot of finger-pointing.

Advertisement feature18 November 2024

Market Research Must Prioritise Sustainability Insights

The insights industry has traditionally focused on consumer preferences and market trends. However, as global business becomes increasingly shaped by the demand for sustainability, companies are prioritising the integration of sustainability into their business strategies. Market research plays a crucial role in this shift, as studies consistently show that consumers are more inclined to support environmentally responsible businesses.

Advertisement feature1 November 2024

The Power and Art of Cognitive Interviews: A Personal Perspective

Cognitive interviews are an essential yet massively underused tool in the research world and I am genuinely passionate about their ability to help generate accurate and meaningful data. Here’s a flavour as to why I’m such a champion/advocate for cognitive interviews!

Advertisement feature11 October 2024

The Story So Far: Customer Salience Summit and Insights

Have you heard of the ‘customer gap’? It’s a variation of the well-known ‘say-do’ dilemma that describes a consistently significant difference between intention and action; working on that same principle, the customer gap also implies that achieving customer centricity or salience is a harder task than we first thought.

Advertisement feature13 September 2024

SAGO VISION ‘25 | DRIVING INSIGHTS & SETTING WINNING STRATEGIES IN 2025

Sago, a trusted leader in market research, will host Sago Vision ‘25, a forward-thinking virtual event poised to unveil innovative insights and opportunities in the market research landscape on October 1, 2024, from 10:00 a.m. to 4:00 p.m. ET. 

Advertisement feature17 July 2024

From top table to many tables

Jane Simms

To achieve customer salience, insight professionals must challenge, create, connect and collaborate.

Advertisement feature9 April 2024

The True Role of Insight Teams in Customer-Led Transformation

The role of an insight team is shifting. Historically, those who worked in market research were there to question customers and consumers on their experiences, take the data to businesses and that was that. Then, it evolved to sorting through the data, analysing it to generate key insights, organise a debrief in which they would present a report to stakeholders, and that was that.

Advertisement feature6 February 2024

Scaling success with AI in market research

With great capabilities comes great opportunity. Artificial intelligence has come on leaps and bounds in recent years, and it seems new tools are being launched by the dozen serving many different uses in all industries. And market research is no different.

Advertisement feature2 October 2023

Q4 The Final Race Webinar: From Insights to Revenue

In today’s dynamic and competitive market, real-time consumer insights are vital for crafting effective strategies, especially during sale seasons such s Black Friday and Christmas. Our 2023 forecast predicts a 4% – 6% growth in UK retail sales. These insights help us stay ahead of trends and quickly adapt to changing consumer behavior, which can determine our success.