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There’s a significant problem in the product testing industry: the lack of diversity in skin tone among test subjects. This problem isn’t confined to one area; it’s seen in everything from cosmetics to healthcare. Many products are tested primarily on a narrow range of skin tones, leaving others potentially underserved or overlooked. But this issue […]

In an era of Big Data, where every click, every preference, and every voice is supposedly captured and analysed, there exists a curious paradox—a silent majority that neither clicks nor voices its preferences in the ways marketers and pollsters expect. As we stand on the precipice of yet another presidential election, the airwaves are filled […]

Surveys are the cornerstone of market research. They offer unmatched insights into consumer behaviour and market trends when executed correctly. But designing a survey that keeps respondents engaged and provides valid results is no small feat. In fact, with attention spans reportedly dropping to just 8 seconds, the task has become even more challenging and […]

In the game of global expansion, one economic behemoth stands above all – China. With a staggering GDP growth rate that averaged 9.52% from 1989 until 2021, the Middle Kingdom has transformed itself into a labyrinth of opportunity. The sheer scale of China’s market has made it a tempting prospect for brands worldwide. Recent success […]

Connecting with your audience isn’t a game of guesswork; rather, it’s a science that requires precision and innovation. The quality of market research is heavily dependent on the sampling techniques employed, techniques that form the underpinning of insightful, actionable, and reliable data. Yet, as vital as it may be, the field of sampling is often […]

According to a recent survey, a profound understanding of customer behaviour and attitudes can increase customer satisfaction by up to 20%, subsequently boosting revenue by 15% and lowering the cost of serving customers by as much as 20%. This apparent correlation between customer satisfaction and bottom-line growth underscores the significance of market research. But how […]

The success of any market research endeavour is contingent upon the design of its most elemental building block – the questions asked. Yet, it’s a factor often underestimated in its potential to unlock unparalleled insights into the ever-evolving market landscape. This vital tool can lead to a deeper, more nuanced understanding of consumer behaviour and […]

Although there has been much progress in dismantling gender stereotypes in advertisements and media, much work still remains to be done.  Notable examples of progressive campaigns include Heineken’s commercial promoting gender inclusivity, Mohey’s wedding campaign challenging traditional norms in India, and Korean beauty brand SK-II’s “Change Destiny” campaign, which contests conventional beauty standards. Yet, some […]

Today, we’re embarking on a thrilling journey to observe two of the most fascinating species that roam the vast savannah of the market research landscape – the Qualitative Researcher and the Quantitative Researcher. In the blue corner, we have the Qualitative Researcher, a creature known for its knack for diving deep into the sea of […]

For Western brands, the allure of tapping into Asia’s vibrant and diverse markets has never been stronger. Rapid urbanisation, the rise of a burgeoning middle class, and the relentless adoption of digital technologies have transformed this continent into an economic powerhouse characterised by boundless opportunities and untapped potential.  And with its staggering population of over […]