September 2026

“Turn Left at The Big Mango Tree” – Why We Need to Take Research Out of the Big Cities

September 10, 2026 0

This article offers a fresh perspective on global market research beyond major metropolitan markets—the comfort trap of capital cities—highlighting the untapped value of rural and secondary city insights in Southeast Asia. Drawing on practitioner experiences, it reveals how urban bias can limit understanding of real consumer behavior, especially in culturally diverse and fast-changing regions. It also underscores the strategic importance of inclusive research design and adapting methodologies to local contexts. Overall, it equips researchers and marketers with a compelling case—and actionable ideas—for expanding their geographic lens. […]

Escaping the Insight Island: Conducting Qualitative Research with an Anthropologist’s Eye

September 10, 2026 0

Organizations often rely on user feedback to drive innovation, but this approach frequently misses the unarticulated needs hidden within daily routines and clever workarounds. To uncover these deeper insights, researchers must apply an “Anthropologist’s Eye” to capture the holistic realities of users rather than relying on isolated, one-off engagements that create disconnected “Insight Islands.” Although this longitudinal approach faces structural client barriers like tight budgets and timelines, researchers can act as strategic partners to secure executive buy-in. By reframing qualitative research as risk mitigation and fostering stakeholder empathy, practitioners can overcome these hurdles and transform continuous observation into actionable strategy. […]

Trends

AI Imagery: Generate Engagement—Not Distrust

September 9, 2026 0

Generative AI is transforming how brand imagery is created, but not without consequences. In this article, Chris Arning examines how AI-generated imagery is reshaping consumer trust, drawing on semiotics, industry examples, and conversations with qualitative researchers. Rather than treating AI as inherently damaging, the piece argues that transparency, intent, and creative craft are the real drivers of trust. Readers will learn how consumers are beginning to question not just what images show, but how they are produced, and what this shift means for brand distinctiveness, authenticity, and qualitative interpretation in an increasingly synthetic visual landscape. […]

After Qualitative Research: Predicting Market Success

September 9, 2026 0

Sales forecasting can seem outside the qualitative researcher’s comfort zone, yet the behavioral questions that drive a forecast—why people buy, repeat, and stay loyal—are exactly the territory qualitative researchers explore every day. In this Quant Lens article, Robert Walker walks through the full forecasting sequence. A hypothetical Acme Fruit Juice example makes the math concrete, and guidance on scenario planning and sensitivity analysis shows how to use forecasts credibly in practice. This step-by-step guide shows how concept appeal, awareness, distribution, trial, and repeat purchase combine into a Year 1 forecast. […]