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Research Articles

Empowering you to make informed, research-based decisions gives your business a competitive advantage.

5 Essential Checkpoints Before Adopting AI-Powered Market Research

The world of market research is always undergoing dramatic transformation. Emma, who has been in the industry for over 25 years, can still recall the shift from traditional telephone and paper-based practices into the online realm - a shift that we're all now familiar with. But in more recent times, there is no shortage of […]
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The Three Brains: How Your Head, Heart, and Gut Influence Decision-Making

Did you know that your heart and gut have their own "brains"? These aren’t just figures of speech; they are actual networks of neurons that work in tandem with your head-brain, influencing everything from your emotions to your decision-making processes. In fact, Dr. J. Andrew Armour, a pioneer in neurocardiology, discovered in 1991 that the […]
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Left Brain/Right Brain Theory

Did you know that while 90% of people are right-handed, this preference might have roots in the brain's lateralisation? But don’t let that fool you into thinking your brain is strictly divided into a left-side logical thinker and a right-side creative dreamer. Although the idea of left-brain and right-brain personalities has taken hold in popular […]
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Cognitive Biases

If you've ever found yourself inexplicably drawn to the same restaurant meal despite swearing you'd branch out, congratulations - you've fallen victim to your own cognitive biases. Don't worry, you're in good company. We're all navigating life with brains that are about as rational as a packed Northern Line at rush hour.
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Deepening your Insight by Understanding the Subconscious Mind

Have you ever arrived at your destination and thought, "How did I get here?" Chances are, your subconscious brain was in the driver's seat. While it may seem surprising, this reality holds profound implications, especially when it comes to understanding consumer behaviour! Research shows that an estimated 95% of our decisions are made by the […]
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Sub-conscious thoughts about cashless payments

Are cashless payments making it easier or harder to feel in Control of our finances?
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5 Ways to Develop your Creativity

Many years ago I remember attending my first idea generation session at Yum Restaurants International and feeling extremely apprehensive.
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5 Principles of a Great Insight

Insights are the fuel that drive great communication and innovation. They are a short sentence that shows a deep understanding of the motives that drive consumer behaviour.
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5 Tips for Writing Great Insights

Insights are the fuel that drive great communication and innovation. They ensure everything your brand does is grounded in a consumer truth.
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5 Techniques To Uncover The Truth

Intellectual Alibis and posturing are natural human behaviours and interesting challenges to overcome when searching for insight.
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