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Webcast Definition

The delivery of live or delayed sound or video broadcasts using the Internet.

A webcast refers to a live or pre-recorded audio and/or video broadcast distributed over the internet, commonly used in the market research industry to share knowledge, findings or training content. Whether it's a panel discussion, product demo, client presentation or educational session, webcasts serve as digital events that can be attended remotely and often include visual aids like slides, chat features or Q&A segments.

Who uses webcasts in the market research field?

Webcasts are widely used by market researchers, agency professionals, brand-side researchers, data scientists, educators and research technology providers. Professional associations and media groups – such as Quirk’s Media, ESOMAR or GreenBook – frequently host webcasts to connect thought leaders with broader audiences. Organizations also use internal or client-facing webcasts to train teams, unveil findings or pitch methodologies.

Why are webcasts relevant for those working in insights?

If you're involved in market research, webcasts offer a convenient way to stay updated without leaving your desk. They provide access to expert commentary on hot topics such as data quality, AI innovation, segmentation techniques or participant engagement. In addition, because most webcasts are recorded, you can revisit the material anytime – making them valuable on-demand learning tools for individuals and teams.

What makes webcasts an important tool?

Webcasts support continuous learning and professional development in a fast-changing field. They allow presenters to reach global audiences, reduce the need for costly travel and scale content delivery across teams. Importantly, they foster dialogue – live polls, Q&A sessions and chat streams can provide real-time feedback and spark new ideas. For agencies and vendors, webcasts are also an effective marketing and thought leadership platform.

When should a researcher tune in or host a webcast?

You should consider attending or hosting a webcast when launching a new methodology, sharing case studies, introducing tech tools or participating in thought leadership discussions. Webcasts are especially effective for previewing research findings with clients, onboarding stakeholders to complex data or showcasing new industry trends to spark innovation and conversation.