Read of the Day

UK public stuck in pessimistic mindset

people crossing london bridge

Public optimism has declined in recent years, but there is now more polarisation in the optimism levels of different demographic groups, according to research from insight consultancy Trajectory.

30 AprKatie McQuater

Tapestry and Coherency merge

29 AprLiam Kay-McClean

Ian Wright and Kevin Thompson

Phoebe Fareham to lead Truth’s creative team

28 AprKatie McQuater

Research Live Awards 2026 opens for entries

MRS Awards 2024

Opinion

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aerial view of dozens of pedestrians walking across a street crossing

If your brand was a city, would anyone come back to it?

Thinking of loyalty as a place, rather than a contract, can sharpen brands’ customer strategies, says Jo Zukunft.

28 AprJo Zukunft

Safeguards can protect opinion polls from AI

23 AprAndrew Gordon

abstract multiple question marks

Walking the AI tightrope

21 AprLouise McLaren

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Generative AI changed everything. Fully synthetic audiences didn't

27 AprSamuel Cohen

Fairgen-article

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Writer's Opinion

If younger researchers are becoming ‘system engineers’, where is the space to sit in a room and wrestle with ambiguity together?”

Jude Terry

Write For Us

Interviews

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Thor Olof Philogène

How I work: Thor Olof Philogène, CEO and founder, Stravito

9 Apr Liam Kay-McClean

paul zwillenberg

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

27 Mar Liam Kay-McClean

Emily Kucharski

WholeSum’s Emily Kucharski on finding richer signals

19 Mar Katie McQuater

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Popular

Accenture acquires Spanish AI business

PeakMetrics raises $6m for narrative intelligence

UK qualitative researchers write to MRS over AI ‘threat’

Hallucinate or die: Qual researchers must feel the room, not read the transcript

Foresight is challenged by misunderstandings. Insight is part of the fix

We need to build a qualitative renaissance

Themes

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Hedge-maze-RL-26

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Are we losing our research participants?

Participants in research today often feel overburdened, undervalued or simply disengaged. Is there appetite for real change, or will the industry continue to lose its lifeblood?

Living in a culture of futurelessness

11 FebAnnie Auerbach

heart drawn on rainy steamed up window

The big debate: Synthetic audiences

29 JanChristian Walsh

Iclusion_diversity_people_crowd_crop

Industry sizing

UK research & evidence market worth £18.74bn

10 MarLiam Kay-McClean

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