A couple of years ago the typical research conversation sounded like this: “Can ChatGPT help us write surveys?” “Maybe it can summarize open-ends.” Teams experimented. Analysts would pop open a chatbot in another tab, copy-paste a handful of survey answers, type…
Market research projects rarely flop just because teams run out of data. They crash because speed, scale, and clever AI agents race ahead while basic operational discipline lags behind. The survey keeps collecting responses. Dashboards keep updating. Yet the real…
No one relaxes before a multi-country market research launch. Everyone knows what happens next. Twenty-seven markets go live, and the study becomes a living thing: quotas shift, timelines tighten, languages multiply, and CATI and CAWI behave like distant cousins who…
Let me start with something unglamorous. A spreadsheet. Because that’s often where international market research goes to die: in a tangle of versions, languages, tracked changes, “final_FINAL_v7,” and a translation thread nobody wants to reopen. Somewhere between English and “close…
The Problem with Memory-Based Retail Research Retail doesn’t happen in theory. It happens under fluorescent lights, between shelves, in front of price tags that may not be where they were yesterday. And yet, many surveys ask shoppers to remember what…
Let’s be honest. AI in market research sounds impressive. It also sounds slightly dangerous. And, to be honest (again), sometimes a little exaggerated. Every conference panel says the same thing: automation, acceleration, disruption. But when you sit with an actual…
