Robo-Con. When Humans and AI Collide
Gareth Hodgson reflects on a recent experience during a depth interview when a participant’s responses suddenly shifted, clearly suggesting AI assistance. The blog explores the implications for qualitative research, vigilance, and maintaining data integrity in the age of AI. I experienced a new one this week. The human AI respondent. I’m not talking about an […]
Low-ken-uinely: What My Kids Are Teaching Me About Language, Culture and Better Insight
Richard Walker explores how evolving language is shaping market research and customer insight. As new phrases move from everyday life into qualitative research, they reveal emotion, intent and cultural nuance that add meaning to insight.
Bridging generations: what channel 4’s Worlds Apart teaches us about insight
What can a travel show teach us about market research? Anthony Shephard-Williams explores how customer insight, segmentation and qualitative research benefit from bringing contrasting perspectives together.
Don’t Forget the Projectives. Why Projective Techniques Matter in Qualitative Research.
Qualitative research has evolved rapidly, but one of its most valuable tools risks being overlooked. In this article, Richard Walker explains why projective techniques remain essential for uncovering the emotional and intuitive drivers behind consumer behaviour.
Why the Ralph Lauren Christmas Trend Really Matters
The Ralph Lauren Christmas trend is more than décor, it reveals what younger consumers crave: nostalgia, comfort and belonging. Mustard’s latest research and analysis explains why it matters.
87 years of blackcurrantness. How Ribena makes nostalgia meaningful
Richard Lomax thinks about how market research can help brands reawaken dormant loyalty. When sales slip or relevance wanes, legacy brands often have two choices, reinvent themselves or reconnect. Ribena, a childhood favourite for many of us, has recently chosen to do the latter. Backed by a £7m relaunch, their strategy isn’t about creating something […]
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.
Beyond the Black Mirror
Black Mirror’s ‘Bête Noire’ explores how focus groups can become unpredictable—and even dangerous—when personal history and power dynamics come into play.
AI and the impact on qualitative research
What could Artificial Intelligence do for qualitative research? That’s a big question, to which there are few definitive answers. We decided to put it to the test and find out. Our findings might surprise you… Here is the executive summary from our thought leadership report “Risks, Rewards and the Human Factor – An Experiment in Generative AI and the Art of Qual Research”.