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Latest from the ICG
Real Insight in an Increasingly AI World
Article by ICG member Kevin Simmonds AI is transforming market research, making it faster, cheaper and more scalable. But could greater automation leave us less connected with real customers? This article explores the balance between AI and human insight, and why...
Doing Business in Latin America in 2026: Culture Still Matters
Article by ICG member Iris Griffiths, Across Research Latin America has changed enormously in the past decade. Businesses are more digital, consumers more connected and entrepreneurs more comfortable working across borders. Yet the companies that perform best still...
RECORDING: Why AI flattens qual data towards the average answer, and what it takes to stop it
We welcome Alex Charlton, True Stories, to this Pitch Perfect. An LLM is a plausibility engine, not a truth engine. It hands you the most convincing-sounding answer, not necessarily the true one. Point it at your qual transcripts and it works from whatever it...
Your competitor just got the same insight
Blogpost by ICG member Wim Buedts, Independent Minds. Your competitor just got the same insight. Large research networks now deliver standard work with AI-driven tools. The output is predictable and comparable. Handy, until you realise your competitor is reading a...
What Becomes Scarce When Insights Are Abundant?
Article by ICG member Jay Zaltzman, Bureau West As AI makes customer insights easier to generate, judgment becomes more valuable. AI may be about to give marketers a new problem: not too little customer information, but too much. I came away from Esomar Congress 2026...
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