Read of the Day

Revisions to ISO 20252 standard

Open book

The ISO/TC 225 Market, Opinion and Social Research committee has updated the ISO 20252:2026 international standard for market, opinion and social research.

Delphi perspectives: Fostering a hybrid practice

adrian sanger and sarah de caux

How does your work make you feel?

26 AugLouise McLaren

colourful balloons against blue sky

Zappi launches synthetic idea screening

Researcher looks at post-it notes on window creativity innovation ideas_crop

Opinion

More opinion

arrows pointing in one direction interrupted by question marks

We’re quietly replacing evidence with synthetic confidence

Constrained budgets and rising demand is turning artificial assurance into the default, says Michael Turner.

1 SepMichael Turner

Your synthetic audience will agree with you

26 AugLeslie Walsh

woman drinking coffee in modern, sterile kitchen while looking out window

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AI can generate the options. Only people can validate the choice

1 SepSteve Wigmore

Kantar-sponsored-article-sept26-3

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Same data. Same AI. What is left that is yours?

27 AugThe GetWhy team

Get-why-article-26

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Writer's Opinion

As an industry, we often talk about understanding audiences, but understanding audiences means understanding the cultural forces shaping their lives.”

Kim Lambert

Write For Us

Interviews

Read More Interviews

How I work: Scott Clement, polling director, Washington Post

3 Aug Liam Kay-McClean

Ben Warner

How I work: Ben Warner, co-founder, Electric Twin

5 May Liam Kay-McClean

paul zwillenberg

Paul Zwillenberg: ‘Brand is the competitive edge that AI can’t replace’

27 Mar Liam Kay-McClean

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Popular

What GEO means for insights marketing, and why PR just got a promotion

Insight recruitment consultancy Talent Hatch launches

How I work: Scott Clement, polling director, Washington Post

Cint becomes privately owned

The new world: Crafting the insight skills to stay ahead

Synthetic respondents can’t replace human measurement, finds Prolific study

Themes

More Themes

Person choosing response to question

Synthetic data ‘significantly different’ to humans

Research with people still outperforms surveys featuring synthetic respondents, according to a new study from Strat7.

15 JulLiam Kay-McClean

Industry trends

Qual highlights profession in transition

8 JulKatie McQuater

sticky notes spelling out 'time to change'

The rise of side projects

23 JulKatie McQuater

collage showing watering can watering brain with plant sapling

‘Fight between truth and lies’ in the UK

16 JunLiam Kay-McClean

Deborah Mattinson speaking at the IJMR event

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