The Myth of Continuous Research Without Continuous Infrastructure
Continuous research has become a common ambition for organizations trying to operate closer to their customers. The objective is straightforward: maintain ongoing feedback, validate decisions quickly, and reduce uncertainty by staying connected to real people. What often gets overlooked is the structural requirement behind that ambition. Many organizations pursue continuous research using infrastructure designed for episodic work. Over time, that mismatch limits what […]
The Biggest Market Research Trends to Watch in 2026
The insights industry is being fundamentally reimagined. As we move through 2026, artificial intelligence has shifted from experimental tool to essential infrastructure, regulatory frameworks are tightening globally, and consumer expectations for personalization are clashing with growing privacy concerns. Research leaders face a critical question: how do you turn AI potential into measurable business outcomes? This year marks a […]
How Insight Communities Accelerate Agile Product Development
Surrounded by rapid disruption, compressed release cycles, and heightened customer expectations, agile product development has become the operational standard. Yet agility is only as strong as the information ecosystem that fuels it. Organizations cannot iterate, prioritize, or de-risk decisions without real-time clarity into what customers value and why. This is one area where insight communities are a strategic differentiator. They […]
Beyond Prompts: Why Proven Methods Still Matter in the Age of AI
The rise of generative AI has created a wave of excitement and uncertainty in the world of research. With tools like ChatGPT enabling anyone to generate content or analysis with a few keystrokes, the temptation is clear: why follow a research methodology when you can simply ask an AI for answers? But here’s the truth: in enterprise research, proven methods are absolutely […]
Why Qual Researchers Still Choose Between Depth and Scale, and Why They Don’t Have To
For years, qualitative research has lived with an uncomfortable tension. Teams either invest in deep one-to-one conversations that reveal the nuance behind human decisions, or they turn to high-volume methods that reach more people but flatten the richness of what they learn. Most organizations still treat this as a permanent constraint. You get depth, or you get […]
What is Pilot Testing and What are the Benefits?
What Is Pilot Testing? Pilot testing is a small-scale trial run of a research study conducted before full deployment. It is used to validate methodology, materials, timelines, and participant experience so teams can identify risks early and correct them before they scale. In practical terms, it is a controlled way to pressure test assumptions before […]
Hallucinations in AI: Why Research Leaders Need to Prioritize Trust
As we all know by now, artificial intelligence is changing the way insight teams operate. From automating qualitative analysis to accelerating reporting, large language models (LLMs) are reshaping workflows quickly. But AI doesn’t always get it right. Sometimes it makes things up. These “hallucinations” are not something to ignore. They turn into systemic risks that can erode credibility and derail decision-making. When AI Guesses, […]
Beyond ChatGPT: Why Research Needs Purpose-Built AI
The rapid rise of general-purpose AI tools like ChatGPT has transformed how businesses explore information, ideate, and communicate. These tools are fast, flexible, and convenient. But for high-stakes, enterprise-grade research? They fall short. When the goal is to inform product launches, guide strategy, or support C-level decision-making, surface-level AI outputs simply aren’t good enough. You […]
Enterprise-Grade Personalization in AI Research
The conversation around AI in research has been dominated by speed. The promise is compelling: move from business question to actionable insight in minutes instead of weeks. But for enterprise research teams, speed alone is not the benchmark for success. Quality, consistency, and strategic alignment matter just as much, and often more. That’s where enterprise-grade […]
Semi-Structured Interviews: A Quick Guide
What Is a Semi-Structured Interview? A semi-structured interview is a qualitative research method that combines predefined questions with the flexibility to explore new topics as they emerge. It sits between a fully structured survey and an unstructured conversation, giving researchers enough structure to stay aligned to objectives while allowing respondents to speak freely and introduce […]