Strong Leadership Skills for Market Research Consultants in the World of AI

Artificial Intelligence is revolutionizing the market research industry—boosting speed, automating repetitive tasks, and enabling deep data analysis like never before. Yet, as AI reshapes our tools and methodologies, it also increases the demand for human leadership. In this evolving landscape, the most successful consultants aren’t just tech-savvy—they are powerful ...

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Boosting the Speed and Impact of Insights in Market Research

In today’s fast-paced and ever-evolving business environment, organizations are under increasing pressure to deliver insights that are not only meaningful—but also fast, focused, and actionable. Market research and analytics teams must rise to the challenge: deliver more value, in less time, with greater clarity.   At Fieldable Research, we ...

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Embracing the Hybrid Future: New Techniques and Approaches in Market Research

Market research is entering a hybrid era—blending qual + quant, human + machine, and behavioral + attitudinal data for deeper, faster, and more actionable insights. In 2025, it’s no longer about choosing one method, but about integrating the best of many. From AI-augmented design to synthetic data, micro communities, ...

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How to avoid bias in research

One of the most important concerns we have as market researchers is how to minimize the influence researchers have on participants. We want to uncover participants’ real thoughts, feelings and motivations, but what if the researcher’s presence, or even the mere act of asking the question, has an impact on participants’ ...

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Using ethnography to get at the truth

One of the biggest challenges in market research is making sure people are telling us the truth. Beyond intentional lying, people frequently don’t realize they’re not telling the truth. For example, people think they always make decisions based on logic only (and they don’t). And they over-estimate how “virtuous” they ...

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Do better research

I just got back from the QRCA Worldwide Qualitative Research Conference in Lisbon – there was a lot of great content packed into 2.5 days, as well as a dinner at the amazing Palacio Conde d’Obidos, shown here. It occurred to me that we were all there for the ...

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Cultural pitfalls when selling to US customers

From the outside, the US can look like a wide-open market: large, affluent, and English-speaking. But many international brands have learned the hard way that what works at home doesn’t always land with American customers. Even globally sophisticated companies have stumbled by overlooking cultural cues, customer expectations, or just ...

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Germany in times of Corona

After weeks of “light” lockdown, Germany went into a full lockdown again on December 16th 2020- Advent, Christmas and even New Year’s Eve – hard to imagine how people would comply and deal with the limitations. That day, IKM started a long-term online community to observe changes in behavior, ...

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How consumer insourcing is impacting you and your business (and 3 steps to deal with it)

“Home sweet home” has never had the same meaning as it does today. After 15 months of life altered by pandemic, Americans entered the summer of 2021 with dreams of a return to normalcy.  But a funny thing happened as life opened up.  Some people found that being out ...

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Teetering on the Edge. Of survival

As the city hurtles into yet another lockdown, we deep dive into the lives of three women in Mumbai. A female taxi-driver, a nurse from Kerala and a skilled beautician who now works in a factory as a daily wage earner. These women had arrived in the metropolis, known ...

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Every Cloud has a Silver Lining

After weeks of “light” lockdown, Germany went into a full lockdown again on December 16th. Advent, Christmas and even New Year’s Eve – hard to imagine how people would comply and deal with the limitations. That day, IKM started an online community to observe changes in behavior, compliance, emotions, ...

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Mexican Millennials Respond to the Pandemic

During the pandemic, ThinkGlobal Qualitative and its partners conducted a two-week-long multi-country online study among younger respondents around the world in order to identify the core emotions and potential trends that have emerged among consumers. The study was conducted in Mexico, USA, France, Germany and South Africa. These are ...

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