Artificial intelligence. It's unavoidable; in every newsletter, at every conference, and increasingly in our daily lives, both personal and professional. From the simplest (AI-enhanced search results) to the most complex uses (predicting protein folding), we are witnessing AI's triumphant march across various sectors, particularly in industries ripe with complex data and intricate processes like the life sciences. But a significant disparity exists between its successes in technical domains and its application in creative professional services. This gap, which we term the "technical-creative continuum," is especially evident in marketing research and warrants careful examination.

Some of our clients have asked, "Can you explain what a demand landscape is and why we should consider it at our company?" This article provides our perspective on how the industry defines demand, how it can be used, and some things to consider if your organization is interested in pursuing demand work.

Market research involves a lot of data and details. It’s the job of your reporting to synthesize all of that into actionable stories. To reliably connect the dots, it’s important for reporting deliverables to meet your end user where they are.

Unless you’ve been hiding under a rock, you are most certainly aware of the seismic impact on the weight loss world brought on by medications like Wegovy and Zepbound (originally approved as Ozempic and Mounjaro for managing A1C among people with diabetes). Research and client workshops are uncovering ripple effects across so many other industries that impact our clients in grocery, retail, food and beverage, apparel, fitness, and areas of healthcare that may not have anticipated these shifts.

We all know survey participant experience is a major issue in our industry, but are we actually doing anything to make it better (other than just talking about it)? I want to focus on research with healthcare professionals (HCPs). This is a limited audience. We need to take action with ideas that can actually improve their experience so they continue to provide us with the insights we need.

"Am I qualified to be here?" That thought whispered in my mind as I picked up my badge at QRCA's Annual Conference in Philadelphia. The familiar voice of imposter syndrome was making itself known, but what I discovered over the next few days would transform how I view my place in the qualitative research community.