Cheaters and Repeaters

The qualitative research community is a broad and diverse network of skilled researchers and insights professionals who encompass a wide range of skill sets and experiences. […]

ESOMAR President Anne-Sophie Damelincourt reveals a striking paradox at the heart of the research industry—and offers some ways that professional associations help solve it. Drawing on her experience as a marketing client, agency owner, and association leader, she challenges researchers to rethink how they approach collaboration, artificial intelligence, and industry transformation. Discover why she believes connecting isolated “bubbles” of knowledge matters more than ever, and why small steps might be more powerful than big leaps in navigating today’s rapid changes. […]

Immersive research is moving beyond gimmicks and into the mainstream, transforming how we engage participants and uncover deeper insights. This article explores how custom-built virtual environments—ranging from a futuristic Roblox retail world to gamified sustainability labs—create psychological safety, heighten engagement, and spark more authentic responses than traditional methods. From testing AI beauty assistants to exploring Gen Z’s vision for retail, immersive research is delivering scalable, cost-effective, and emotionally rich insights. If you’re a marketer or researcher looking to future-proof your approach, this is a must-read on where qualitative research is heading next. […]