New ideas shaping market research, including synthetic data, first-party data, new ways to measure consumers, and original studies on emerging trends.
For years, marketers braced for a “cookieless future.” Apple’s Safari and Mozilla’s Firefox already block third-party cookies by default, and Google spent years planning to phase them out of Chrome. Then, in 2024, Google changed course and decided to keep third-party cookies, with more user choice instead. But the shift toward first-party data, and the
Cookie Myths: The Proven Way to Win With First-Party Data Read More »
The pandemic changed how workers think about their careers, what they want from their jobs, and the job search trends that shape how they find them. You can see it in the hiring challenges across the North American labour market. As a result, many industries have struggled to balance labour supply and demand, with ripple
Job Seekers Are Changing: The Surprising, Proven Way to Hire Read More »
If you’ve worked in customer insights for long, you’ve probably run into a common point of confusion. Many stakeholders think market research vs. user research is a distinction without a difference. They’re not the same, but it’s easy to see why the confusion persists. Market research and UX research often use the same methods and
Market vs. User Research: The Surprising Way to Love Both Read More »
“The most dangerous phrase in our language is ‘we’ve always done it this way.’” Rear Admiral Grace Hopper’s warning applies perfectly to how we measure household income in market research. Household income (HHI) is used almost everywhere in consumer segmentation research, as well as screening and profiling. In fact, can you remember an online survey
HHI Is Out: The Surprising, Proven Way to Profile Consumers Read More »
The market research industry keeps evolving through technology. Advances in respondent verification and panel quality have strengthened our ability to gather authentic insights. Meanwhile, synthetic research has emerged as an intriguing new option, and understanding the types of synthetic data is the first step to using it well. But in an industry built on understanding
Beyond the Buzz: A Surprising Way to Love Synthetic Data Read More »
Remember attending a wedding over Zoom from your couch? Did you wear a dress, a suit, or maybe your pajamas? Chances are, you didn’t buy formal wear for the occasion. It’s a perfect example of why continuous market research matters. The pandemic shifted shopping habits almost overnight, and companies had to adjust. Some spotted the
Fearless Pivots: The Proven Way to Stay Ahead of Disruption Read More »
Synthetic data accuracy is one of the most debated questions in market research. Can data generated by models, instead of people, be trusted? And how does it compare to real respondent data? There’s no shortage of opinions. But at Quest Mindshare, we’re a people business, and we wanted to see for ourselves. Think of it
In Proven Tests, the Surprising Way Synthetic Data Stacks Up Read More »
