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Technique News

  • April 4, 2021

    Consumer Segmentation: Maybe You Could Be Doing It Better

    Have you ever considered that your customers may be more diverse than your marketing?

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  • March 24, 2021

    User Research: Building Understanding Before Building Experiences

    What Is User Research?

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  • March 23, 2021

    When Your Brand Tracker Starts Breaking Bad

    Photo Credit: AMC Networks

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  • November 29, 2020

    Rank-order Data: Which Question Type Should You Use?

    As with many things in life, there are multiple ways you can get your target customers to prioritize items.

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  • November 17, 2020

    Interpretability, Explainability, and Machine Learning

    Susan will present, "

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  • November 2, 2020

    Ask Questions Like a Detective

    My partner and I got called to a local business where a bank deposit had gone missing.

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  • October 7, 2020

    Getting Closer to the Consumer: Why and How So Many B2B Companies are Studying Consumers to Generate Demand

    The intermingling of B2B and B2C business models that has resulted in the growing emergence of B2B2C models also is having a profound impact on the market research and consumer insights space.

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  • October 5, 2020

    One-Third of Conjoint Analysis Projects Use 10+ Attributes

    In the 1970s, leading academics suggested that conjoint analysis be limited to six attributes or fewer (for traditional, ratings-based conjoint which is rarely used today). But real-world needs for

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  • September 20, 2020

    Three new consumer activities that will endure, and what market research needs to do to keep up

    What have you been doing more of lately? I’m pretty sure your habits have changed along with the rest of the world.

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  • July 20, 2020

    Undeniably Valuable, In-Person Research Shall Return!

    "New normal" is the buzzword nowadays. As COVID-19 spread across the country and consumers were urged to remain inside, product testing was forced to go solely digital.

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About Us

The Insights Association protects and creates demand for the evolving Insights and Analytics industry by promoting the indisputable role of insights in driving business impact. All revenue is invested in quality standards, legal and business advocacy, education, certification and direct support to enable our members to thrive.

The 2019 IA Code of Standards and Ethics for Marketing Research and Data Analytics may be found here.

More About Us

About Our Members

Our members are the world's leading producers of intelligence, analytics and insights defining the needs, attitudes and behaviors of consumers, organizations and their employees, students and citizens. With that essential understanding, leaders can make intelligent decisions and deploy strategies and tactics to build trust, inspire innovation, realize the full potential of individuals and teams, and successfully create and promote products, services and ideas. 

Learn How We Do It

Contact Us

1156 15th Street NW, Suite 700
Washington, DC 20005
(202) 800-2545
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