Global WiNdow

Synthetic data has entered the industry conversation. AI-generated respondents, model-built datasets, and synthetic personas are no longer purely theoretical. Across the WIN network, the overarching theme is one of genuine curiosity, but not without hesitation. Members are exploring, testing, and in some cases cautiously applying AI-generated data, but no one has yet committed. They are keenly aware that the great power of synthetic data comes…

There is no debate that organizations globally, across every market and industry, have felt the effects of social, economic, political, and environmental uncertainty. As we wrap up Q1 of 2026, escalating instability is reshaping the world as we know it. It’s time to turn our attention inward: how are the players in the insights industry stepping up to the challenge? Across the WIN network, members…

As societies grow more complex, the research industry faces a defining question: how do we ensure that every voice is not only invited, but genuinely heard?   Across the WIN network, members from Peru, Palestine, Argentina, Vietnam, Spain, Sweden, and the Netherlands offer a candid view of the barriers shaping inclusivity and the solutions that can help global researchers move from surface representation to meaningful understanding.  Understanding Diversity Through Local…

When we asked our members about trends for 2026, two core themes emerged. The first was unsurprisingly the evolution of AI and trust within the insights industry, which we dived into in as part one of this special Global WINdow issue… But that’s not the whole picture. When talking about trends, it is crucial to remember that different cultures, context, and people may be experiencing…

2026 will likely see an even further evolution of the insights industry, fuelled by AI. Researchers face mounting pressure to stay competitive and deliver actionable insights while the influence of Artificial Intelligence grows, automating tasks such as data collection and analysis. With this technological advancement, we predict continued challenges around trust, data quality, and the need for training of teams for AI capabilities, while the…

In this sixth and final issue of Global WINdow’s 2025 series, we spotlight the driving force behind the insights industry: talent and workforce.  This will explore how leading agencies, around the world, attract and retain top talent. It will delve into the skills researchers need today and tomorrow, and how the industry can become more appealing to younger generations, featuring insights from WIN members across…

We’re back with another edition of Global WINdow, where we explore the pressing questions shaping the insights industry. In this fifth edition, we dive into changing client expectations, with expert perspectives from our global WIN members, this time from Vietnam, Peru, Spain, Netherlands, Germany, Australia, and Mexico. As the research landscape evolves at speed, so too do the demands placed on agencies. Clients are seeking…

We’re back with the third edition of Global WINdow, where we explore the pressing questions shaping the insights industry. In this edition, we gather expert perspectives from WIN members across Peru, Greece, Argentina, China, Italy, Spain, Ecuador, Vietnam, Germany, Sweden, Slovenia and Malaysia.  As artificial intelligence continues to reshape the research industry, one thing is clear: the future of insight depends on the synergy between…

Welcome back to Global WINdow, where we explore the pressing questions shaping the insights industry. In this edition, we gather expert perspectives from WIN members across Peru, Germany, Norway, the Netherlands, Ecuador, Brazil, and Italy to discuss a growing concern – sustainability in research. Companies are producing more high-quality research than ever before – yet a significant portion goes unused. In the tech sector alone, vast amounts…