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AI Meets Insights: How GenAI is Revolutionizing Market Research
Market research has continuously evolved in response to technological change. From door-to-door surveys to telephone interviewing, and now to online and mobile solutions, each shift has brought both challenges and opportunities. Researchers have met this...
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Customer-centricity. Listening to your customer
Stuart Cohen, VP of Sales, Ironwood Insights Group Customer-centricity. Is it a lost art or part of the natural “DNA” of the insights industry? Whether you’re on the supplier side or the client side, customer-centricity is at the heart of most insights...
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Addressing the Growing Threat of Online Data Fraud
Survey fraud has plagued the quality of online research for many years. However, the recent rise of AI—particularly Chat GPT—has undeniably and dramatically accelerated the downturn of online sample quality, online data integrity and ultimately, the...
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Safeguarding Data in the Insights Industry
Chauncy Bjork, VP of Technology, Ironwood Insights Group Safeguarding Data is a Top Priority of the Insights Industry As businesses increasingly rely on data to inform a vast array of decisions, protecting sensitive information has become paramount. This is...
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Understanding the Consumer Choice Process Using MaxDiff Analysis
Modern business schools like to teach students the standard Consumer Decision Making Process Model to better understand what goes into a purchase decision. The five steps are shown below. The problem with this model is that it doesn’t explain completely what...
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I have partnered with the Ironwood team for over 10 years and consider their contributions vital in the change of venue surveys in capital cases. Ironwood’s research consultation, their administration of the telephone surveys, the quality of their data they provide, and their assistance in presenting the results in a court of law are all paramount to my success as a jury expert.