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Thought leadership articles

Keep up with the latest in market research and consumer insight. Explore news, opinion and new ideas from our leadership team on bringing positive change to the industry.

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The changing face of audience insight – and what it means

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Ask the analyst: avoiding bias in survey design

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Market research had to change. Here’s how we did it.

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A platform for everyone. Here’s why we built it.

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Why I’m proud of our Greek move

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Why GWI Kids is a big deal

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Want to land sports sponsorships? Get to know your fans

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How and why we’re working to make a difference

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Getting segmentation right: understanding diversity in LGBTQ+ audiences

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Spanish soccer’s American dream: profiling LaLiga fans in the U.S.

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Lesson from 2020: market research still needs a shake-up

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GWI USA: Helping businesses keep up with the ‘new America’

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It’s time for brands to spend on advertising

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Why We Grew Our Global Panel of Consumers to Over Half a Million

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Why We’ve Expanded Our Sports Data Set and What it Means for Brands

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