How to read TikTok creators for early signals of category change

Article by ICG Advertiser, Tiger Finder  A client brings you a question about their category. Something has shifted in high-protein food. Cottage cheese sales are climbing, recipes for it are everywhere, and nobody is sure whether this is a short TikTok joke or a...

Market Sizing – Why A Hybrid Approach Produces Better Results

Article by ICG member Kevin Simmonds, Advantage Market Intelligence UK & Peru         Artificial intelligence is transforming market sizing and market research, but AI alone cannot determine whether an opportunity is commercially achievable....

Complexity

This is part of a series of short pieces by ICG member Stefania Gogna that she wrote on LinkedIn. They explore emerging cultural signals and semiotic perspectives on marketing and consumer behaviour.         Consumers say they want freedom, but...

RECORDING: Beyond Claude: Building Real Research Capability With Agents

This Knowledge Share has been generously sponsored by Liveminds. “Can’t you just paste survey data into ChatGPT?” Well, you can, but you’ll hit serious problems with security, accuracy, and adhering to MR standards. ICG member Matt Gibbs will demonstrate what a...
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