Reports and Publications

The views of more than 800 users and buyers of insights and research from over 60 countries, updating the results from the first instalment of the survey, conducted in September last year.

Discover if more research is being conducted internally. Find out if resources are still an issue. Learn about the best technology available and how it compares.

Insights have strong roots in science, rigour and ethics. The growing demand for speed, instant feedback, and digital solutions that we have witnessed in recent years has often relegated a more fundamental understanding of how our clients work, and business needs are changing to secondary importance; instead, the emphasis has tended to be on the “now” and securing the budget available, not the “future” and how their needs may be evolving.

Recognising the fundamentally important role that brand-owners play in determining the shape and structure of our profession, this study – the first in what we hope will become an annual monitor – establishes a first benchmark of how insights are viewed and commissioned within brand-owning organisations and the key criteria applied to
what is considered “good” and “successful” research.

Better understand the extent of the impact the pandemic is having on the industry. This report will help you discover the:

• Current state and concerns of the industry

• Expected disruption of the crisis in business

• Global turnover

• Impact per region

• Impact on research support services, clients and users

• Changes and key takeaways from the crisis

If you're facing difficulties securing funding to invest in insights and analytics, you may not be alone. This publication can help you make a case for your organisation to become data and insights-driven.

Whilst the insights and analytics sector is a big success story; many internal insight teams are often on the critical radar. When cash is tight, you have to make sure you make the best case possible.

We looked for you the best way to demonstrate the value of investing in customer insight by reviewing relevant literature and conducting 20+ in-depth interviews with industry leaders from major organisations, including aNZ, Diageo, eBay, Ferring Pharmaceuticals, Heineken, Inter IKEA Systems, Merck & Co, Microsoft, Nissan, Pepsi, Philip Morris Int, Turner Broadcasting, Unilever.

A great read to boost your business case favouring a more insights-driven approach to your projects and organisation.

Did you know that 75% of organisations find data essential and feel they need to collect as much of it as possible? Or that 68% of organisations feel they own the data they collect? Or that 50% of organisations feel that organisations in their own sectors are not doing enough to protect the data they collect?

This report will give you a better understanding of how data is currently being used within and outside of organisations, how it is being controlled, and who feels they 'own' the collected data. It offers you a snapshot view of the current practices governing the collection and use of data.

Discover the views from around the world through the analysed results of a study amongst executives working in marketing, advertising, market research, and IT in North America, Europe and Asia.

Find out more about a context whereby business leaders worldwide put a high commercial value on consumer data but pay far less emphasis on ensuring its security.

Benefit from the views of Gary Ellis, COO and Co-Founder of insights company Remesh, in this piece outlines key advantages of AI in insights.

He shares with you his learnings from work with several organisations facing the challenge of transitioning from traditional market research to modern representative intelligence, an intelligence capable of engaging, understanding and authentically representing massive stakeholders (customer, employees, citizens, etc.).

You will learn how new capabilities in insights and analytics, such as AI-powered tools, enable you to combine quantitative methods with qualitative research.

You will better understand how AI can deliver insights in a digestible format in real-time, uncover hidden truths, and increase efficiency within and among organisations.

This paper supports you if you struggle to determine when to apply automation to your insights and analytics projects or keep things driven by human colleagues.

Cost and speed are key issues for insights using qualitative methods. It is difficult to manage the expectations of end-users of insights who increasingly expect video.

How do you bridge this gap? Which corners can be cut? This paper offers you essential and practical insights if you struggle to identify if, how and when to automate.

Discover an inspiring case study you can apply to your upcoming insights and analytics projects using qualitative methods through this paper inspired by Alpro.

The paper explores innovative traditional qualitative approaches by combining different methods to find new, special and trendy usages.

With this case study, see how Alpro evaluated the added value of social media analysis within Usage & Attitude (U&A) research to:

• Get a deeper understanding of how consumers use plant-based products;

• Unravel additional, exceptional and creative ways how these products are used.

Use this publication to help you select the most appropriate data integration tools with data analytics, visualization and dashboarding for your projects.

Produced in partnership with the Dutch insights and analytics association MOA, Sjoerd Koornstra simplifies for you the purchasing decision with these often complex tools.

Explore the evaluation of 13 software platforms, a selection of suppliers often seen in pitches for insights/marketing information systems at companies and research agencies. These software platforms are either generic solutions sold by large vendors or tailored insights solutions.

This publication helps those looking to purchase an insight engine solution and who are struggling to make their purchasing decision.

Insight engines are software platforms that can generate automated insights and involve all available information sources. These engines support you expand your consumer understanding by exploiting what you already know. Insight Engines are not meant to give only a view with hindsight but can also be applied to detect trends early and prepare companies for the future.

The review combines market research reports, social media, and internal and external data sources to evaluate the most appropriate solution for your needs.

This document helps you to certify to the International Standard ISO 20252:2019 for insights and analytics. It sets out guidance and requirements for how insights and analytics projects should be planned, carried out, supervised, and reported to clients commissioning such projects. It will encourage you to be consistent and transparent when surveys are carried out and confident in your results and providers.

The global quality standard provides a framework to:

• Ensure timely delivery of quality services

• Improve operational management and control of research processes

• Reduce errors and rework

• Enhance user reputation and provide a competitive advantage 

The Handbook of Mobile Market Research provides you with a real source of current best practice guidance to better understand mobile and include it in your toolkit of research methodologies.

The authors, Ray Poynter, Navin Williams, and Sue York, bring years of learning, global experience, and a passion for combining new approaches with rigour.

This handbook authored by leading industry expert Ray Poynter was the first-ever handbook to answer your practical questions on the use of online and social media as a research tool.

It offers you a single, authoritative resource for best practice guidance in using the internet and social media.

A great read if you want to:

• Increase your knowledge and use of the internet and social media as a modality for your projects

• Want to compare your experience with an alternative view of best practices in this field

• Commission insights and analytics and want to expand your understanding of what can be offered and the implicit limitations in current market research methods

If you want to understand what market research is all about, then Market Research Explained is your perfect companion to learn all the basics.

Market Research Explained is not a specialist practitioners’ guide. It can be useful if you want to understand better the value of market research – and its role in improving the way organisations make decisions based on objective, reliable data and insight.

The guidebook takes account of recent changes affecting market research and its continued evolution in the 21st century.

For all of your practical questions regarding market research, the Market Research Handbook can be your trusted companion to answer your questions about these from the practitioners who do it.

The Handbook helps you by explaining the latest research techniques and methodologies within a contemporary business context. Yet, it remains an invaluable and practical day to day reference work for you as an insights and analytics professional.