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Latest from the ICG
RECORDING: AI made easy: helping small teams make a big impact
Grab your lunch and join us for a fast-paced, insight-packed session designed just for independent market research consultants, from Bilendi – end-to-end experts in both qual and quant. Unlock the next level of what you already do best. We will introduce you to BARI,...
Silver Insights Generation – SIGn
Article by ICG member Caroline Noon How did we all get here? Which might sound a tad philosophical, but how and when did we get to be part of the ICG? I’m supporting SIGn (Silver insights Generation) – a group who’ve come together to get the message out there about...
UK Market Research Recruitment: Finding Reliable Participants
Article by Kareemat Oladele Recruiting for qualitative research might sound simple at first. You put out a screener, get a recruiter to send out, wait for replies, pick a few people, and you are done. If only it were that easy. The truth is, finding reliable...
Managing AI Agreeableness in Qualitative Market Research: Risks and Strategies
Article by ICG member Nestor Fernandez Conde, InOpinia Recent discussions sparked by OpenAI's own acknowledgements of 'sycophancy'—an excessive eagerness to agree with or please the user—in newer models like GPT-4o (link), have brought a critical challenge for AI...
SYNTHETIC DATA HAS NO NEIGHBOURS – AND THAT MATTERS
Article by ICG member Oliver Waterstone, Eightball Insights Synthetic data sure looks seductive if you’re a harassed, time-pressed CMO. It’s fast. It’s cheap. It looks close-enough to the real thing. Close enough to get your vision over the line with tricky...
How good are AI deep research tools?
Article by ICG member Dan Young, Shed Research In 2025, ChatGPT, Perplexity and Gemini all released their deep research tools. They take a brief, clarify it with you, run the desk research, and produce a fully-referenced report, in less than 30 minutes. This sounds...