Archive: consumer research
Partner Content
Decoding AI Commerce: New Opportunities for Brand and Insights
AI is changing how people discover and decide. Learn how insights teams use AI-led research to decode trust, behavior, and relevance in commerce.
Emily Kavanagh
Marketing Consultant at Conveo
AI is an Opportunity. The Problem is IA—Insight Atrophy
The danger isn’t AI, but losing insight skills. Reclaim storytelling, imagination, and intuition to keep human insight at the center.
James Forr
Head of Insights at Olson Zaltman
Partner Content
The New Insight Playbook for 2026: AI-Assisted, Human-Led
Insight teams are asked to do more with less. As 2026 nears, can AI reshape their structure, capacity, and strategic impact?
Sam Killip
VP of Insights at Attest
Why Empathy Matters More than Ever in an AI-Enabled, Multitasking Culture
To stay consumer-centric, research must go past data points and blend virtual and in-person methods to understand lived experiences.
Emily Trentacosta
Vice President, Strategy and Insights at AMC Global
Partner Content
From Chat to Checkout: The AI Innovations Making Holiday Shopping Smarter (Part II)
Conveo’s “Chat to Checkout” reveals shoppers increasingly rely on AI tools like ChatGPT and Gemini for trusted, personalized holiday recommendations.
Emily Kavanagh
Marketing Consultant at Conveo
Why Most Market Segmentations Fail - And How to Make Yours Work
Customer segmentation should drive growth, yet most fail. Learn why segmentations break down and how to build one that actually works.
Seán McNally
Founder & Managing Director at Eris Strategy
How to Write a Great Case Study in the Insights and Analytics Industry
Discover how impactful case studies connect data to decisions. Learn to craft compelling narratives that showcase research's vital role in driving bus...
Karen Lynch
Head of Content at Greenbook
GEO, from Search to Answers: The Shifting Landscape of Digital Consumer Journeys
From Gen Z to Boomers, passive meter data uncovers how generations navigate AI and search differently in the new digital landscape.
Enric Cid
Director Product Innovation & Development at Bilendi
Karen Lynch
Head of Content at Greenbook
Are You Ready for the AI Marketing Revolution?
With 54% self-gifting and AI reshaping marketing, discover what this shift means for brands, researc...
Leadership, Innovation, and the AI Shift: What’s Next for the Industry
AI is redefining insights. Karen & Lenny unpack leadership shifts, new competitors, and why startups...
How the Next Wave of AI Can Transform Research and Insights
AI unites predictive, suggestive, and generative insights to create data-driven, continuously improving campaigns built on rapid, evidence-based creat...
Thomas Zoëga Ramsøy
Ph.D. Founder & CEO at Neurons
5 Playful Projective Techniques for Qualitative Research That Make People Open Up
Tired of safe answers? Discover five creative projective methods to make qualitative sessions fun, expressive, and full of hidden insights.
Monika Karamchandani
Group Leader - Consumer Science - Chocolates AMEA at Mondēlez International
Latin American Protagonism in the Energy Transition: Get to Know the Numbers and the Initiatives
Clean energy in LATAM is shifting consumer choices and trust while opening new paths for growth. Learn what’s working and where investment matters.
Elis Freire
Reporter at Jornal Correio
Why Are Researchers Losing Their Voice When They Are Needed More Than Ever Before?
Why are researchers losing influence in corporations? Explore root causes and strategies to reclaim status and build a stronger future role.
Adam Stanley-Smith
CEO at Meaningful
What is a Digital Twin in AI Marketing Research?
Discover how digital twins are transforming marketing research with AI-driven consumer models, faster insights, and predictive foresight.
Ashley Shedlock
Senior Content Coordinator at Greenbook
When Stat Testing Is like a Head Fake
Stat testing can mislead business decisions—small differences on low-margin items may look “significant,” while profitable results on high-value goods...
Joel Rubinson
President at Rubinson Partners Inc
Karen Lynch
Head of Content at Greenbook
Unlocking the “Why”: How Technology is Transforming Qualitative Research
Explore how new qualitative research tools—from AI interviews to UX testing—help brands uncover the ...
Digital Nomads and Expats: Influencing Housing and Hospitality in Latin America
Latin America is attracting remote workers from the Global North, reshaping housing and hospitality. Discover the impact of this growing consumer grou...
Ashleigh Purcell
Chief of Staff at 10k Humans
Safe, Small, Selective: The New Consumer Code
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 Rise of Intentional Spending in 2025
Consumers in 2025 seek intentional, value-driven purchases—favoring authenticity, community, and curated experiences over impulsive, algorithmic buys.
Silvia Gatti
Senior Consultant at We Live Context
Testing in the Wild: How Orchard’s Real-World Research is Disrupting Traditional Surveys
Orchard CEO Rashed Chowdhury shares how real-world testing on platforms like TikTok is reshaping con...
From Tech Hype to Insight Value: What 2025 Demands
AI is reshaping insights. Borderless Access blends human expertise with AI innovation to deliver faster, smarter, and more authentic consumer research...
Ruchika Gupta
CEO at Borderless Access
Launch Fast, Pivot Faster: How Real Buyer Insights Fuel Product Success
Erin Russeck of AMC Global highlights how launch phase research delivers real buyer insights to refine messaging, packaging, and drive competitive suc...
Erin Russeck
Chief Research Officer at AMC Global
Karen Lynch
Head of Content at Greenbook
Partner Content
AI Agents: The Secret Weapon for Gaining Deeper Consumer Insights
Discover how AI-powered agents and focus groups are reshaping consumer research, boosting speed, scale, and depth for insights professionals worldwide...
Vivek Kumar
CEO & Co-founder at Socialtrait
Boost Your Brand in 3 Moves: The Power of Paid, Earned, and Owned Media in Digital Strategy
Mastering Paid, Earned & Owned Media is key to capturing attention. Learn how to blend strategies and track KPIs to drive impact across platforms.
The Greenbook Podcast
Bringing Consumer Centricity to Pharma: Val Pastrana on Innovation, Insights, and the Future of Research
Karen Lynch
Head of Content at Greenbook
Partner Content
AI and Brand Trust: The Tipping Point is Now
Brands can build trust by addressing AI concerns, fostering transparency, and engaging in dialogue to strengthen loyalty and customer relationships.
Why Latin American Consumers Trust WhatsApp More Than Corporate Emails
Discover how WhatsApp is transforming digital marketing and e-commerce in LATAM with immediacy, personalization, and convenience for businesses.
Isabela Sangiorgi
Research Associate and Community Lead at 10k Humans
The Impact of Gender Demographics on Market Research
Learn how inclusive gender demographic questions reveal diverse experiences, inform policy, and address disparities for equity, inclusion, and social ...
Ashley Shedlock
Senior Content Coordinator at Greenbook
The Human in the Machine: Consumer Centricity in an AI World
AI is redefining customer centricity, enabling businesses to anticipate and meet consumer needs with precision.
Stephen Phillips
The Greenbook Podcast
Bridging Insights and Innovation: Dilek Ozler of Colgate-Palmolive on AI, Semiotics, and Consumer Connections
Karen Lynch
Head of Content at Greenbook
The Paradox of the Paradox of Choice
Discover how to navigate consumer choices effectively. Learn to leverage behavioral cues and refine ad targeting to enhance brand visibility and drive...
Joel Rubinson
President at Rubinson Partners Inc
The Greenbook Podcast
How PepsiCo and Zappi Reimagined Consumer Data with Stephan Gans and Ryan Barry
Karen Lynch
Head of Content at Greenbook
The Myth of Rationality in Consumer Behavior
Explore the nuances of human behavior through the lens of behavioral science. Discover how perceived utility and context shape decisions beyond mere b...
Ruchira Jain
Founder and Director at Elevate Insights
Audience Segmentation Is Getting a Bad Rep: Try Designing With End Use in Mind
Discover how complex segmentation strategies hinder effective marketing. Learn to align segmentation with clear objectives for impactful consumer enga...
Katie Warwick
Partner at Hall & Partners
Greenbook Future List Spotlight: Joyce Chuinkam
Joyce Chuinkam at Talk Shoppe drives DEI in market research, elevating underrepresented voices, shaping diverse narratives for global brands.
Karen Lynch
Head of Content at Greenbook
What is In-Home Product Testing?
In-home product testing: Shape new products from home, enhance features, and influence design with genuine user feedback. Empower consumer-driven inno...
Ashley Shedlock
Senior Content Coordinator at Greenbook
Karen Lynch
Head of Content at Greenbook
How Influencers Connect with Audiences in Latin America
Discover the nuances of influencer marketing in LATAM and the U.S. Explore audience preferences, trends, and the connections between creators and foll...
Marília Côrtes dos Anjos Monteiro
Sr. Project Assistant at 10k Humans
The Venezuelan Elections And Its Implications
Explore how Venezuela’s recent elections impact market research, affecting consumer behavior, investment strategies, and business operations across LA...
Kerry Hecht
Founder and CEO at 10k Humans
How Brands Can Thrive by Going beyond Gen Z
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
What’s the Difference Between Digital and ‘Modern Retailing’? Real Consumer Understanding
Discover the unmet needs of consumers in the digital retail experience and unlock growth in consumer preference.
Edward Bell
General Manager of Insights, Brand and Marketing at Cathay
The Art of Nurturing Consultative Talent: From Analyst to Strategic Advisor
Unlock the potential of analysts by turning them into consultative detectives that understand client motivations and can adapt to diverse audiences.
Vittorio Raimondi
Managing Director at Foresight Strategy
Karen Lynch
Head of Content at Greenbook
The Power of Emotional Needs in Consumer Purchases: Insights from Two Studies
Abstract In two studies conducted in 2023, we analyzed the emotional needs influencing over 2,000 consumers’ buying decisions. The study revealed that...
Decoding Cultural Zeitgeist in 3 Simple Steps
Picture a group of young children. As they start in life and through their early years, they assimilate. They strive to talk, act, and socialize like ...
Hunter Thurman
President at Alpha-Diver
How to Select a Consumer Insights Agency?
Editor’s Note: When reviewing this article, I was reminded of new data from the most recent GRIT report that highlights a critical fact: Reputation is...
Sivakumar Somanathan
Consumer Behaviour Consultant at Curious Cat