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 communicators, strategic thinkers, and empathetic collaborators. […]

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 believe that efficiency and efficacy are […]

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, and DIY-meets-expert models, hybrid approaches give […]

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’ responses? Click here to read the […]

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 will be, whether it comes to […]

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 same reason: to learn ways to […]

Artificial intelligence (AI) has been in the news lately because a recent advance in the technology now makes AI both significantly more advanced and more accessible to businesses. While in the past, companies needed big budgets and teams of developers to utilize AI, current tools have opened the technology to medium and even small companies. […]

As a moderator, the dream scenario for any focus group or group discussion is when the participants pick up and begin having the conversation without you needing to push, prod or probe. It’s like gold. And gold is what I felt like we struck when we asked 3 of the brightest client-side insights leaders we […]

Today’s marketer can’t just target a segment based on superficial data. In this Greenbook article, Roben Allong explains why micro culturalism is the secret weapon you need to understand changing consumer behaviors and achieve business objectives.   Read the article: https://www.greenbook.org/mr/market-research-methodology/understanding-cultural-insights-the-new-next-consumer-battleground/