market research innovation

Global

From Focus Groups to Roblox: The Evolution of Digital Immersive Research Methodologies

July 3, 2025 0

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. […]

Toolbox

Six Thinking Hats: The Power of Holistic Review

July 3, 2025 0

Tired of chaotic debriefs, endless wrap-ups, and dominant voices hijacking your research team meetings? This article introduces the Six Thinking Hats method—a simple yet powerful tool qualitative researchers and insights managers can use to run fast, focused, and inclusive discussions. You’ll learn how one insights leader used this structured approach to transform late-night, unproductive post-focus group meetings into efficient 30-minute power sessions. Whether you’re conducting in-the-field research or looking to boost collaboration and innovation across departments, the Hats offer a game-changing way to improve outcomes and decision-making. If you want to streamline your research process and make every team voice count, this is a must-read. […]