Client-Side Market Research in 2026: The 9 Biggest Challenges Facing Insight Teams
Client-side insight has never been more important — or more stretched. Richard Walker outlines the nine biggest challenges facing market research and insight teams in 2026, from ROI pressure to AI anxiety, and offers practical ways forward.
AI – The emerging force behind Christmas shopping
AI is becoming a real force behind Christmas shopping. Mustard’s 2025 Christmas research shows how UK shoppers — especially younger adults — are using AI for gift ideas, budgeting, price tracking and festive planning.
AI and Critical Thinking: Lessons from a Market Research Apprentice
Jenny Burke, Mustard’s market research apprentice, shares her first-hand experience balancing AI tools with developing critical thinking skills — and why the human touch still matters.
The Paradox of Qual Research at Scale
As part of the MRS Advanced Insights & Analytics Council, Anthony Shephard-Williams led on this white paper which explores the tension between AI-driven scale and human depth in qualitative insight.