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Let’s be honest: by 2026, most brands aren’t short on data. But a lot of them are short on understanding.
Dashboards are fuller than ever. Various AI tools can summarise, predict, optimise at speed. And yet many insight and marketing teams still struggle to answer some deceptively simple questions:...

The TV hit continues to smash ratings but also leads the charge in new media trends
Note, if you intend to watch The Traitors series 4 but haven’t yet done so, this article may contain spoilers.
January. Resolutions broken, Monday blues and long dark nights. But it’s not all bad – it’s also the month that around 11 million of us tune into The Traitors. Now in its fourth season, its four-week run is a joyous antidote to the month of bleakness...

Consumer behaviour in an age of frugality
This New Year, the world has been awash with resolutions around fitness, health, weight loss and, from my own observation, minimising consumption of more than just food.
Indeed, being frugal is in vogue (at least TikTok trends would suggest it). Like them or loathe them, creators such as Bradley on a Budget and Diary of a Cheapskate have millions of likes and followers, and their comments sections are a rabbit hole down...

Insight Communities run on curiosity and trust. When people join a brand’s research space, they’re not just clicking through surveys for fun. They’re giving you their time and their thoughts. And when that flow of information only runs one way, even...