21 November 2024
Why is market research important for your business?
What is market research? Market research is a crucial process that many businesses use to gather, analyse, and interpret data about their market environment.
News & Insights
14 November 2024
Can you spot the difference? Majority of consumers are unable to identify AI-generated imagery
AI generated imagery is on the rise, but how good are we at distinguishing between a traditional photograph and one created by AI? Our recent study reveals some interesting insights into our perceptions and the reality…
7 November 2024
Meet the team – A chat with Phu Truong, our data-driven storyteller
Get to know Phu, our Insights Director and expert in uncovering the "why" behind consumer behaviour. From Disney beginnings to navigating diverse global markets, Phu brings a unique blend of curiosity, analytical…
5 November 2024
The ultimate sign you’ve created an effective segmentation
In market research, customer segmentation is more than just a set of statistics or charts - it's the art of bringing people together based on shared motivations, values, and behaviours. For us as a market research…
1 November 2024
Why consumers are swapping aspirational content for a good dose of humour
In recent years, social media has undergone a notable shift in user preferences, moving away from polished, aspirational content to favour more humorous and authentic styles. This transition reflects broader cultural and…
31 October 2024
What drives consumers to commit to a brand’s app?
Apple’s iconic “ There’s an app for that ” campaign positioned the iPhone as a gateway to endless possibilities through apps. Though now 15 years old, this idea hasn’t aged for brands – but for many consumers, it has.
25 October 2024
Big screen vs little screen: How device size plays a role in consumer shopping habits
Despite many of us feeling like our smartphones are almost glued to our hands, most UK consumers still avoid them when purchasing certain items. For many, the small screen does not provide the necessary clarity and…
24 October 2024
Why even Instagram users don’t trust Instagram
In the dynamic landscape of social media, trust in content remains a critical commodity. Our latest data reveals a stark paradox: while content on platforms like Facebook and X (formerly Twitter) shows closely aligned…
16 October 2024
ChatGPT in the workplace: a tool for the bold or a crutch for the lazy?
With over a quarter of UK employees (28%) using ChatGPT or similar generative AI at work, this technological advancement is sparking both excitement and debate in the corporate world. Is ChatGPT an essential productivity…