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How Verizon furthered its customer understanding through the integration of market and user research

Latest ArticlesView More ›

Expanding informed consent in the age of synthetic data and digital twins Why models matter in marketing research The case for synthetic data Why AI needs classic usability principles  to succeed A refinement of the Kano method Why online surveys need penetration tests Data Use: Six things marketing researchers can do with random forest analysis Quick Take: Why the real research  risk isn’t AI, it’s us

Generation Z View More ›

Teens voice opinions over brand authenticity, transparency and miscommunications

The top brand for Gen Z: Oreo’s recipe for lasting cultural relevance

Why social listening falls short with Gen Z – and what brands can do instead

Surveys track Halloween preparations, pet costumes and child safety

Data Quality View More ›

When Insights Lie Dormant – How Enterprises Can Revive Unused Data Through Better Storytelling

By the Numbers: Data quality past, present and future

Is research ready for synthetic data?

Participant fraud in qualitative research: A wake-up call Data fraud: A threat to market research The data quality market is broken. Can history help us fix it?