The fault, dear Brutus, is not in our stars, But in ourselves…
COVID-19 has hit the world like a baseball bat to the face. Yet some countries are faring far better than others. Why?...
Research in Practice
COVID-19 forces recalibration of priorities as world embraces new habits
Consumer habits tend to change over time, but the COVID-19 outbreak is forcing consumers to reconfigure their lives, their habits and their spending patterns at a speed and scale the world has never seen. Nielsen...
Greenwashing, and how to avoid it
Since 2017, the online use of the term ‘greenwashing’ – a superficial or insincere display of concern for the environment that is shown by an organization - has risen by 600%. This rise isn’t just...
Changing the global culture of fragrance: Using ethnography for breakthrough innovation
New consumer insight can be extremely difficult to come by, especially in established markets. Having set out to focus on consumer-centricity, it was especially important for IFF’s research teams to uncover new consumer insight, and...
How qualitative researchers can shed light on our “post-truth” era
How can qualitative researchers help candidates, causes and brands best make their case when information alone is not enough....
Another type of qualitative behavioral research looking into what’s yet to happen
Who would not want that? Exploring the future, knowing what will happen, what people will buy. This is one of the biggest challenges. And we're not talking about the far away future, but mostly about...