Your engagement doesn’t have to end after your marketing research report is delivered. The insights you uncover can serve as a springboard for expanded services—creating customer personas, developing key message platforms, or assembling brand guidelines. By applying research insights, you deepen client relationships and elevate your role from researcher to strategic partner. Thoughtfully extending your deliverables can also potentially create new revenue opportunities while reinforcing your core expertise. […]

In an era where AI can analyze thousands of interviews in seconds, cognitive interviewing stands out as the irreplaceable human skill that transforms research design. This powerful technique—borrowed from survey methodology—helps qualitative researchers uncover hidden problems in questions, recruitment screeners, materials, and user experiences before costly mistakes happen. Through real case studies learn how to add this AI-resistant methodology to your research toolkit. Create a service that your clients don’t even know to ask for. […]

Paula Rosecky reviews how Insights on the Brink: Revitalizing the Market Research and Analytics Industry challenges the consumer insights profession to evolve from data collection to strategic business partnership. Drawing on personal experience working with co-author Brett Townsend, Paula reflects on the enduring value of consumer empathy, storytelling, curiosity, and business acumen. Readers will gain practical insights into how research professionals can create greater business impact by focusing on decisions, outcomes, and meaningful human understanding. […]