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New UK research suggests customer experience is increasingly shaped into reputation through reviews, recommendations and routine service encounters. Brands need to design for the task, not an average customer.

New work on synthetic data shows that plausible AI-generated answers can resemble market evidence while missing the variation that commercial decisions depend on.

New research shows insight teams are supporting more functions and receiving faster requests without comparable resource growth. The practical challenge is deciding where research can still change the choice.

UK shoppers may belong to an average of 12 loyalty schemes, but new evidence suggests everyday brand habit is weakening. The priority is useful repeat choice, not larger member files.

A new B2B buyer study finds high satisfaction alongside widespread willingness to review suppliers. Insight teams need to measure the comparison process, not satisfaction alone.

PwC’s latest regional reading suggests a sharper recovery in West Midlands consumer confidence than elsewhere. But higher intent to spend is not a licence for blunt festive retailing.

New Ipsos findings show technology anxiety at a long-term high in Britain. For brands, AI adoption now depends as much on perceived control and proof as capability.