Articles

This approach bridges the gap between marketing’s need for scalable, actionable personas and UX’s commitment to deep user understanding.

The profession is setting its own standards through self-regulation, and the way to protect that autonomy is to use the Code proactively, early and often, as a competitive feature rather than compliance overhead.

An excerpt from David R. Morse's new book, Polycultural Intelligence: Eight Rules for Connecting with Generation Alpha.

Survey fraud, defined as a systematic act of intentional deception in order to gain a benefit during the conduct of survey research, has moved from being an occasional nuisance to an existential challenge for the market research industry. The Insights Association Code of Standards and Ethics provides a clear mandate: researchers must ensure transparency, methodological clarity, and data integrity. Nowhere is that more relevant than in how we prevent and disclose acts of fraud.

A look at how AI-driven analysis can unintentionally silence underrepresented voices by prioritizing dominant trends.

As we mark the beginning of spring, we check in with global insights leaders to find out three things that should be cleaned out and three innovations to cultivate to drive success.

Behind the spectacle sits something far less visible but far more consequential: preparation.

In the spirit of Valentine's Day, global market research leaders show their affection for what's not getting enough love and attention.

Building what it calls an Insights Operating System, the company is reimagining how organizations access, activate, and act on insights

Global insights leaders share their thoughts on what aspects of technology most excite and concern them heading into 2026.