brand research
Staying Relevant in the Age of AI with Aksel Bedikyan
Aksel Bedikyan explores AI, brand relevance, human insight, qualitative research, and the entreprene...
Partner Content
Brand Collaboration Is More Than A Logo: What Bridgerton Viewers Taught Us About Brand Partnerships
6 min read
Discover what makes entertainment brand collaborations succeed using AI-moderated interviews and consumer insights.
Niels Schillewaert
Head of Research and Methodologies at Conveo
Trend Fatigue: Why Local Beauty Brands Need to Stop Chasing and Start Listening
7 min read
Indonesia’s beauty market is booming. Local brands win by deeply understanding consumers—an edge multinationals can’t easily replicate.
Feby Ramadhani
Senior Product Researcher at ParagonCorp
Being Talked about Is Not Always Good for Brands
10 min read
Being talked about isn’t always a win. Explore when talkability helps brands grow and how to plan campaigns that drive results.
Ramanathan Vythilingam
Associate Professor at Nanyang Business School
International Women's Day: Hidden Women
5 min read
Women are already deciding the next decade for brands. New research reveals how expectations are outpacing brand reality.
Chloe Alana Williams
Partner at 8TH DAY
Why Brand Building Is the Top Priority for CMOs in 2026
4 min read
CMOs are moving beyond ROI. With 62% tracking brand awareness, marketing is re-centering on brand as a critical growth driver.
Nicky Marks
CEO at Censuswide
Decoding Gen Z: The Framework Brands Can’t Afford to Miss
7 min read
Gen Z is a culture of its own. Discover the “Alt, Shift, CTRL, Undo” framework that helps brands close the gap in truly understanding them.
Gary Rudman
President/Founder at GTR Consulting
Rethinking NPS: The Two Key Flaws of the NPS Measure
7 min read
From boardroom skepticism to belief in NPS, discover how Frederick Reichheld’s advocacy metric transformed how businesses measure customer loyalty.
Man vs. Machine? Not Quite: At IIEX.AI, the Future Looks More Like Man and Machine
4 min read
From Conveo to Mercedes-Benz, IIEX.AI revealed how humans and AI are learning to collaborate — transforming insights, workflows, and the workplace.
Ashley Shedlock
Content Producer at Greenbook
Partner Content
Gen Alpha vs Gen Z: Two Generations, Two Totally Different Consumer Playbooks
6 min read
Gen Alpha isn’t Gen Z 2.0. Attest’s new research reveals what brands must know to connect with this next generation as they turn 16 in 2026.
Nick White
Head of Strategic Research at Attest
Why Privacy Is More Than Data Security: Lessons from Psychologists Studying the Impact of Privacy
4 min read
In an AI-driven world, brands win trust by treating privacy as a commitment, protecting stories, and building stronger relationships with consumers.
Kristian Aloma
Founder and CEO at Threadline
On a Scale of…Can You Really Hate a Brand??
8 min read
Brand hate is often less about true hatred and more about disappointment, rejection, or personal experiences that trigger strong negative feelings tow...
Dave McCaughan
Founder & Storyteller at BIBLIOSEXUAL
Safe, Small, Selective: The New Consumer Code
6 min read
Consumers seek refuge in “Microenvironments” to escape digital overload. Learn how brands can simplify, connect authentically, and support emotional w...
Silvia Gatti
Senior Consultant at We Live Context
The Automation Tipping Point: Why AI Just Changed Everything in Research
AI is rapidly reshaping market research, fueled by $42M in funding and innovation in brand tracking,...
Karen Lynch
Chief Programming Officer at Greenbook
The Perception of Quality and the Impact on Brand Performance
4 min read
Can a new name change how quality is perceived? Explore how product renaming influences expectations, sales, and B2B buyer decisions.
John Hoeppner
President at Brand Name Quest
Belle or Beast: Are Your Influencers Driving or Diving Brand Growth?
5 min read
Learn how to measure influencer marketing success, build authentic partnerships, and drive brand growth through clear goals and emotional connections.
Suzanne Carbonell
Partner at Hall & Partners
8 Steps Towards Thought Leadership in Insights
4 min read
Become a thought leader by shaping conversations, sharing unique insights, and driving industry change with a strong, knowledgeable, and influential v...
Norbert Sari
CEO & Creative Director at Rodeo13
Unlocking Brand Differentiation Through Semiotics: Insights from Cherry Bergholdt
3 min read
Discover how Warisara (Cherry) Bergholdt leverages semiotics to unlock brand differentiation, enhance emotional connections, and drive strategic posit...
Colin Wong
Principal Consultant at Insights Heroes
Tech Trends & Ethical Dilemmas: Privacy, AI, and Industry Transformations
Explore AI in brand research, drone privacy, Colgate's digital twins, and industry updates like the ...
2025 Consumer Insights Predictions
5 min read
Discover key consumer trends for 2025 shaped by tech, economic shifts, and societal changes, with predictions grounded in insights and data from 2024.
Colin Wong
Principal Consultant at Insights Heroes
Diversity in Leadership & AI’s Game-Changing Role in Market Research
Delve into the importance of diversity on Dynata's board and how AI is reshaping market research. Le...
The Price Perception Paradox: When Is More Less in Consumers’ Minds?
5 min read
Explore how inflation impacts consumer behavior, revealing why higher costs sometimes boost perceived value, challenging the simple price-demand relat...
Hunter Thurman
President at Alpha-Diver
Insights on Generating Brand Love with Gen Z in Healthcare
4 min read
Learn the importance of targeting future customers early. Learn how brands can enhance value while navigating the pressures of immediate revenue in he...
Rob Klein
Founder & CEO at Klein & Partners
Brand Tracking Tech 101
10 min read
Gain valuable insights into consumer preferences and behaviors with brand tracking. Stay ahead of the competition by monitoring key brand metrics cons...
Ashley Shedlock
Content Producer at Greenbook
How Brands Can Thrive by Going beyond Gen Z
5 min read
Discover how to reach a diverse audience of age groups by adopting a holistic marketing approach. Learn how to develop strategies that drive long term...
Kurt Stuhllemmer
European Partner at Hall & Partners
The Greenbook Podcast
Humanizing Data: Joyce Chuinkam’s Approach to Empathy and Authenticity in Market Research
Karen Lynch
Chief Programming Officer at Greenbook
Behavioral AI: Uncover Hidden Emotional Drivers of Consumer Behavior
Dive into the world of behavioral AI and unlock the potential of unused data. Gain valuable insights...
The ABCs (and DEFGs) of Brand Trackers: Unlocking Insights for Business Success in a Changing World
4 min read
Stay ahead of the evolving landscape with our brand trackers. Gain valuable insights into consumer behavior and market trends by using the right techn...
Keri Vermaak
Regional Engagement Director at Infotools
Famous and Distinctive for What?
4 min read
Gain insights into the significance of brand awareness and its measurement in marketing. Shape your brand's attributes strategically to drive category...
Ken Roberts
Chief Innovation Officer at Forethought
Best Practices for Measuring Experiential Brand Activations
5 min read
Overcome the industry-wide struggle of measuring ROI in experiential brand activations through three crucial pillars of testing and discrete norms.
Dara St. Louis
EVP, Founding Partner at Reach3 Insights
IIEX APAC 2024 Speaker Interview with Pratt Hetrakul
3 min read
Discover the power of regression-based analysis with Pratt Hetrakul at IIEX APAC. Explore the benefits of the Marketing Mix Model for advertisers.
Colin Wong
Principal Consultant at Insights Heroes
What’s Wrong With Your Brand Tracker
3 min read
Discover the disconnect between brand tracker insights and in-market performance and the importance of accurately measuring brand success in volatile ...
Ken Roberts
Chief Innovation Officer at Forethought
Marketing Applied Part One: Why We’re Obsessed with Brand Awareness
4 min read
Explore the intersection of marketing and the insight sector, and learn how to apply key principles to drive success.
Iosetta Santini
Account Director at Keen as Mustard Marketing
The Greenbook Podcast
The Researcher's New Toolkit: Navigating Future Trends with Clorox’s Anna Conte
Karen Lynch
Chief Programming Officer at Greenbook
Brand Differentiation: A Reality the Dirichlet Model Can’t Account For
5 min read
Reevaluate marketing strategies and research approaches by challenging the Ehrenberg Bass Institute's claim on brand differentiation.
Joel Rubinson
President at Rubinson Partners Inc
Behavioral Science and Brand Tracking (Part 4 of 6)
4 min read
Explore the role of behavioral science in defining value and uncovering insights about people's thoughts and feelings towards our brand.
Leigh Caldwell
Co-Founder & Partner at The Irrational Agency
Pink Money: Why You Should Advertise to LGBTQ+ People in LATAM
7 min read
Promote positive societal change and reach a diverse audience by incorporating LGBTQ+ themes in your LATAM marketing strategy.
Isabela Sangiorgi
Research Associate and Community Lead at 10k Humans
Is it "Cool" to "Love" a Brand?
8 min read
Discover the power of detailed descriptions in gaining interest, approval, and application from your target audience with expertise in the marketing w...
Dave McCaughan
Founder & Storyteller at BIBLIOSEXUAL
The Business Case for Sustainability: Attracting Customers and Engaging Employees
5 min read
Uncover the hidden potential of sustainability initiatives for businesses amidst the current economic climate.
Chrissy Brogan
Market Development Director at Glow
Trust: You Can’t Fatten a Pig on Market Day
5 min read
Delve into the significance of trust in branding and distinguish between various states - steady, concerning, and crisis. Gain insights on the applica...
Ken Roberts
Chief Innovation Officer at Forethought
What to do When a “Breach of Trust” Unleashes an Unruly Mob
5 min read
Amidst media frenzy, uncertainty surrounds the appropriate response, the duration, and the impact on a brand. Should it endure or adopt an assertive a...
Ken Roberts
Chief Innovation Officer at Forethought
Partner Content
The New 5 O’clock Calm Down: The Rise of Mocktails and Mood-Balancing Beverages
6 min read
Explore the rise of mocktails and mood-enhancing beverages among brands, including Heineken and Corona. How are brands standing out when following thi...
The Four Human Insights Every Marketing Research Professional Must Know to Solve Any Business Challenge
3 min read
In the fast-paced world of marketing, understanding human behavior is like holding the key to a treasure trove of brand growth opportunities. As marke...
William Leach
Founder / Mindstate Group at Mindstate Group
Can’t keep my eyes off you: ATTENTION! Part Two
8 min read
Part One of this article addressed attention as it relates to the visual processing of marketing communications. Different kinds of visual attention ...
Ken Roberts
Chief Innovation Officer at Forethought
Increase Market Value by Building Brand Attachment, Not Loyalty
2 min read
In our current world of exponential brand choices, it is increasingly important to have a “sticky” customer base who keeps coming back for more. Not o...
William Leach
Founder / Mindstate Group at Mindstate Group
Embracing the Dichotomy of Logic and Emotion in Market Research
6 min read
Emotion and logic are two fundamental sides of the same coin that all sentient life possesses. We are well versed in both sides in daily human interac...
Emily James
Insights Marketer at FlexMR
The Case for Corporate Courage: How Brands Can Be An Ally to the LGBTQ+ Community
6 min read
Editor’s Note: The Audience Impact and Intelligence team at Paramount Advertising consists of researchers, strategists, and analysts charged with work...
David Pangilinan
Manager, Audience Impact & Intelligence at Paramount
Making Trends Sticky: Three Billion Media Impressions and Counting
4 min read
Trends reports are fun to produce and entertaining to read. They can be used as thought leadership and can even stimulate innovation. But they often d...
Adam Rowles
Marketing at The Forge
Karen Lynch
Chief Programming Officer at Greenbook