The market research industry is built on innovation. Whether it’s new ways of collecting data, developing predictive models or finding more accurate ways to understand human behavior, much of what we use daily as market researchers can be traced back to one powerful engine of innovation: government-funded university research.
As an industry, we often champion advancements like synthetic data, online panels, machine learning and behavioral science. Yet we rarely acknowledge that these innovations stem from university research, which relies heavily on public and institutional funding. Advocating for its continued support is essential because many of the tools we now take for granted wouldn’t exist without it.
Here are three examples of government-funded university research that have shaped the modern market research industry.
The emergence of synthetic data solutions over the past few years has completely transformed market research. Synthetic data allows researchers to simulate realistic consumer behaviors while protecting privacy, expanding datasets and reducing costs.
Much of this would not have been possible without early academic research into generative models like GANs (generative adversarial networks). GANs were first proposed by Ian Goodfellow and his colleagues in a 2014 paper while at the University of Montreal, an institution that received significant government research funding through Canada’s National Sciences and Engineering Research Council. Similarly, the foundations of generative AI that fuel synthetic data creation today, such as transformer models, were first explored in depth at publicly funded institutions like Stanford and MIT.
These academic breakthroughs, originally meant to solve theoretical problems, have been adapted and commercialized by synthetic data providers across the market research space. If public funding for these early experiments had not existed, the synthetic data solutions we now rely on might still be a decade away, or not exist at all.
The shift from telephone-based to online-based sampling was one of the most significant disruptions in market research over the past 30 years. But building reliable online samples required understanding how people behave differently on the internet compared to traditional media.
This understanding was made possible by research from universities like the University of Michigan and Stanford, which conducted early experiments in online behavior and social science, often with grants from the National Science Foundation and other government agencies.
Foundational concepts like nonresponse bias in online surveys, sampling representativeness in digital populations and even online panel recruitment strategies emerged from peer-reviewed academic work. Today’s leading panel companies and sample providers owe much of their methodology to these early university studies, which were often theoretical when they were first published.
Behavioral economics is now a mainstay in market research, shaping everything from questionnaire design to advertising testing. However, behavioral economics itself and key methods like conjoint analysis and discrete choice modeling originated from university researchers, funded by government grants.
For example, Nobel Prize winner Daniel Kahneman, who developed many of the concepts behind behavioral economics, conducted his research at Princeton with funding from U.S. government agencies. Similarly, conjoint analysis, now a standard method for testing product features and pricing, was developed at the University of Pennsylvania and the University of Michigan, supported in part by government-funded research grants.
Today, almost every brand study, advertising test and product optimization project in market research benefits from behavioral science. Without these original academic innovations, many of the most effective techniques we rely on would not exist.
As an industry, we must recognize the importance of government funding for university research. The innovations that drive market research forward, like synthetic data, new sampling techniques and behavioral science breakthroughs, all depend on a pipeline of academic discovery.
When public investment in university research is threatened, it isn’t just theoretical fields that are at risk. It’s the foundation of our industry’s future. The ideas, breakthroughs and jobs that have long driven innovation depend on sustained support. Without it, we risk slowing the next wave of innovation before it even starts.
Our role as industry leaders, vendors and practitioners should be to champion policies and initiatives that protect and expand investment in academic research. We must recognize that today’s research paper is tomorrow’s industry disruption.
Market research does not exist in a vacuum. It exists because of decades of research that government funding made possible. If we want to continue delivering insights that matter, we must collectively advocate for funding the university research that makes it all possible.
This blog post was originally published on Quirk's Media.
Trust is at the heart of effective communication today, particularly when it comes to science and healthcare. In a time when mistrust of institutions is growing, communicators must prioritize building authentic connections rather than relying solely on facts and figures. It’s not just about relaying information. Brands must understand audience concerns and engage in storytelling that resonates with people’s core values.
Employees are brands most powerful storytellers. Their real-life experiences help humanize organizations and build credibility both internally and externally. Tapping into employee stories not only enhances brand trust but also strengthens employer branding efforts, particularly as competition for talent intensifies.
In addition to positioning employees as brand ambassadors, research plays a crucial role in brand building. Balancing qualitative and quantitative methods enables organizations to gain a deeper understanding of stakeholders and craft messaging that is both authentic and effective. Whether preparing for a rebrand or launching a major campaign, starting with research ensures the strategy is informed and adaptable.
Inclusivity remains critical. Organizations that reflect the diversity of their customers and workforce cultivate stronger connections and build loyalty across both external and employer brands. Authentic, inclusive storytelling elevates underrepresented voices and drives measurable business results, helping brands navigate complex expectations from various stakeholder groups.
In this episode of The New Mainstream podcast, Kate Smiley, Head of Global Employer Brand at GE HealthCare, emphasizes that in an era of skepticism, trust is essential. By combining storytelling, research, inclusivity, and emerging technologies like AI, brands can build authentic relationships and achieve real business results.
In 2000, the United States declared that measles had been officially eliminated as a contagious disease, as there had been no person-to-person transmissions in the previous twelve months. That feat was achieved due to the effectiveness of the MMR vaccine and high vaccination rates. However, as of May 16, 2025, there were over 718 reported cases of measles, including two deaths in West Texas and another 50 cases in New Mexico. Most measles cases in this recent outbreak are occurring in unvaccinated children between the ages of 5 and 17. This troubling trend prompted ThinkNow to conduct a nationally representative quantitative survey of 1,500 U.S. adults on attitudes and behaviors surrounding vaccination, and the results are concerning.
Download the report here.
Herd immunity against infectious diseases requires a 95% vaccination rate. Back in 2000, the vaccination rate was 90.5%, demonstrating that disease elimination is possible with slightly lower coverage. Our recent study, conducted in March and April of this year, found that 86% of parents have vaccinated or plan to vaccinate their children against illnesses like measles, polio, and chicken pox. That percentage may increase as more children enroll in school. Still, the widening gap between current levels and the herd-immunity threshold contributes to the size and scope of today’s outbreak.
Further complicating prevention efforts is the variability in vaccination rates, from 79.6% to 98.3%, across states and within communities. Gaines County, the epicenter of the current Texas outbreak, has an 82% vaccination rate, largely attributed to many Mennonite families in the area who opt out of childhood vaccinations. At a national level, our study found that aside from religious exemptions, parental age and race significantly influence vaccination decisions. While 12% of parents overall say they don’t plan to vaccinate their children, that number rises to 29% among African American parents and 17% among Gen Z parents.
The most cited reason for vaccine hesitancy is the belief that immunization is unnecessary. This perception is especially prevalent among Gen Z parents who opt out of vaccinations. Concerns about adverse reactions and misinformation about vaccine ingredients also play a significant role.
Key findings from vaccine-hesitant parents include:
These attitudes point to a clear need for better education and communication, particularly among younger parents and communities of color, about the role vaccines play in preventing serious illness.
While 61% of parents overall report confidence in the safety of childhood vaccines, only 39% of Gen Z parents say the same. Nearly one-third of Gen Z respondents say they’re neutral on the issue. In contrast, confidence among older generations is much higher, 70% among Gen X and 72% among Baby Boomers. These generational differences suggest a broader erosion of trust in public institutions and medical guidance among younger adults, an emerging challenge for public health leaders.
Physicians remain the most trusted source of information about vaccines, cited by 76% of respondents. However, social media and online influencers are increasingly shaping the views of younger and minority parents. Among African Americans who support vaccination, 30% say online sources have influenced them. Among Gen Z, while most still cite doctors as a top source, many also report being swayed by peers, influencers, and online content.
To improve vaccine uptake, public awareness campaigns must reach younger parents where they are—on social platforms—and reinforce science-based messages through trusted, culturally relevant voices.
One-third of parents who oppose childhood vaccination say nothing could change their minds. But not all are immovable:
These findings point to the potential power of community storytelling and consistent, transparent communication in shifting attitudes.
Seventy-one percent of parents believe vaccines should be required for public school attendance, regardless of exemptions. However, among Gen Z parents, support for mandates drops. Fifty-two percent believe vaccination should be entirely optional, compared to just 15% of Boomers. Still, many parents acknowledge the broader social benefit of vaccines. The idea that immunization protects not just one child but the entire community continues to resonate, even among those with reservations.
Our recent findings reveal a shifting landscape. While most U.S. parents continue to support childhood vaccinations, confidence is slipping, particularly among Gen Z and African American parents. Addressing this decline in trust will require more than data points. Listening, cultural understanding, and amplifying trusted voices within communities will be necessary to shift the conversation.
As we confront the re-emergence of preventable diseases, rebuilding vaccine confidence must be a top priority. Because when trust breaks down, the consequences ripple far beyond the individual and put us all at risk.
Download the report here.
Agencies like the CDC and USDA rely on government insights solutions. Discover what ThinkNow Government offers the public sector.
For decades, the foundation of market research rested on one powerful tool: the survey. It was the standard way to understand consumers, what they like, want, and feel. Researchers spent years mastering the art of crafting questions, selecting the right sample, and interpreting the answers. And for a long time, that worked well.
But over the last few years, something fundamental has changed.
As the digital world expanded, so did the ways consumers interact with brands. People now browse online stores, leave reviews, post on social media, click on ads, abandon carts, binge-watch videos, and scroll through countless pieces of content. Each of these actions generates a trail of data. These behavioral breadcrumbs reveal more than a simple survey ever could.
But a new era of predictive market research is emerging, one that relies less on what consumers say and more on what their behavior reveals. With the help of predictive analytics, researchers are not just looking at current trends, they’re forecasting future ones.
The shift is happening for good reason. In today’s hyper-competitive, always-on business environment, companies need faster, deeper, and more accurate insights to make decisions. Waiting days or weeks for survey responses isn’t always practical, especially when product launches, ad campaigns, and market shifts happen at the speed of social media. Predictive insights, powered by machine learning and advanced analytics, are giving businesses the edge they need by offering a more dynamic and forward-looking understanding of consumer behavior.
This is especially relevant for industries where consumer expectations shift quickly, like retail, consumer tech, travel, and even healthcare. Imagine being able to predict what your customers are likely to buy next month, which messages will resonate best, or which audience segments are most likely to churn. That’s not science fiction. It’s becoming the reality for modern market research.
The tools driving this shift are growing more advanced every day. Artificial intelligence (AI) can now comb through huge datasets, like website analytics, purchase history, CRM data, and social media posts, to identify patterns, spot anomalies, and generate forecasts with surprising accuracy. But it is not just about the numbers. These tools are translating raw data into clear, actionable insights, helping researchers and strategists move from descriptive data (“what happened”) to prescriptive guidance (“what to do next”). The integration of behavioral data and AI is at the heart of predictive market research, allowing for faster and more accurate decisions.
Of course, this doesn’t mean traditional methods are obsolete. Surveys still play a critical role in understanding motivations, emotions, and the “why” behind consumer actions. They’re particularly useful in early-stage product development, brand perception studies, and testing creative concepts. But increasingly, surveys are being complemented or even preceded by predictive techniques that shape where and how questions are asked.
There’s also a shift in how research teams are structured. We're seeing data scientists working alongside qualitative researchers, blending statistical modeling with human-centered design thinking. The most forward-thinking research departments aren’t picking one method over the other. Instead, they are integrating them to get a more complete, nuanced view of the market.
But with all this advancement comes a new responsibility. Predictive analytics depends on data, and a lot of it. Market researchers must now be more mindful than ever about how that data is collected, stored, and used. Data privacy laws are tightening, and consumers are becoming more aware of how their information is being tracked. Trust and transparency are quickly becoming just as important as accuracy.
At its core, market research is still about understanding people. That hasn’t changed. What has changed is the how. Instead of relying solely on consumers to tell us what they think through a form or a phone call, we now have the tools to listen to what their actions are already saying. And in many ways, those actions tell a more complete story.
We’re entering the era of predictive market research, where data doesn’t just describe what happened, it guides what to do next. For researchers, analysts, and business leaders alike, the question isn’t if they should adapt, but how fast they can.
Want to learn more about how we're using AI? Check out what we're doing with ThinkNow Synthetic?
Latin music is no longer a niche. It’s a global phenomenon reshaping how brands navigate an increasingly digital and culturally diverse landscape. Streaming platforms are breaking down barriers to discovery, giving artists instant access to global audiences and perpetuating cultural diffusion across borders. But with that access comes disruption and a need to rethink how value is created and shared. For marketers, this means looking beyond conventional metrics and focusing on where and how people engage with content.
Technology also accelerates creativity, but with it comes new challenges. While artificial intelligence now makes it possible to generate music with a prompt, it also raises serious ethical questions around authorship, ownership, and compensation. As AI becomes more embedded into creative workflows, the industry is grappling with how to protect the integrity and livelihoods of human creators.
The ethical use of AI is also closely tied to cultural resonance, especially with Gen Z, an audience that values authenticity and resists being confined to traditional genre boxes. Their listening habits are shaped more by mood, context, and cultural nuance than by conventional categories, challenging marketers to meet them with content that feels personal and real.
Ultimately, music rooted in cultural truth, even when fused with other sounds, has the power to bring people together regardless of background or geography. The consumer shapes what’s popular, and technology amplifies that influence, making it easier for audiences to discover, share, and champion the music that speaks to them.
In this episode of The New Mainstream podcast, Jose Abreu, Vice President of Digital Marketing & Streaming, Latin Iberia Region, at Sony Music Entertainment, explores how technology, culture, and consumer behavior are reshaping the future of music and what brands can learn from it.
Despite America’s growing diversity, multicultural marketing continues to face persistent underinvestment and inconsistency. While Black and Latino consumers make up approximately 30% of the U.S. population, early multicultural campaigns received less than 5% of national advertising budgets, a gap that has improved slightly but remains a major challenge today. Even now, multicultural efforts are often the first budgets cut when financial pressures arise, undermining brand loyalty and growth opportunities.
There has been a shift from language-driven strategies to culture-driven ones. In the past, Spanish-language media buys were often seen as enough. Today, success demands deeper cultural insight, recognizing that diverse consumers live multigenerational, multiracial, and bilingual realities. Authentic connection, not just language, is now the key to meaningful engagement.
Brands like Honda offer a blueprint through initiatives like Honda Stage, which uses music as a universal passion point to unite diverse audiences organically without forcing segmentation. Meanwhile, missteps like Target’s recent DEI pullback show how quickly consumer trust can erode when companies abandon their multicultural commitments.
Another critical takeaway is the growing importance of first-party data and minority-owned media partnerships. As privacy regulations limit traditional targeting methods, collaborating with platforms that genuinely understand their audiences becomes even more valuable.
Ultimately, brands must shift away from chasing fleeting viral moments and instead focus on building real, lasting community relationships.
In this episode of The New Mainstream podcast, Randy Gudiel, SVP, Media Director at Orci, shares valuable insights on why consistency, cultural authenticity, and sustained investment are now essential for brands that want to thrive in an increasingly diverse marketplace.
Meet Our Guest:
Randy Gudiel is a media strategist with over 15 years of experience in media planning, buying, and integrated marketing. He began his career in General Market advertising, supporting automotive and hospitality brands. Early in his career, he transitioned into multicultural marketing—where he led media strategy for clients in financial services, tech, government, CPG, and gaming, helping them better connect with Hispanic, Asian, and African American audiences.
Today, as SVP, Media Director at Orci, Randy leads cross-channel, performance-focused media strategies rooted in cultural relevance, consumer insight, and a Hispanic-first perspective. His work reflects the understanding that effective multicultural marketing starts with intention, not adaptation. His current portfolio spans categories including entertainment, automotive, and grocery, with a focus on building media plans that center Hispanic audiences while thoughtfully engaging the broader multicultural landscape.
Over the course of his career, Randy has also supported clients in healthcare, nonprofit, QSR, and entertainment—bringing a thoughtful, data-informed approach to every challenge.
A first-generation Guatemalan-American, Randy brings a valuable blend of lived experience and strategic expertise to the work, ensuring that every plan is inclusive, intentional, and built for impact.
As we navigate a year of economic uncertainty and shifting consumer shopping preferences, ThinkNow’s latest Clicks vs. Carts: 2025 Shoppers Report reveals a nuanced picture of how Americans are shopping in 2025, and what that means for retailers, marketers, and brands looking to stay competitive. The quantitative research report is based on a nationally representative sample of 1,500 consumers from ThinkNow’s market research panels and breaks out the findings by age and ethnicity. Some highlights include:
While two out of five Americans believe their finances will improve this year, the country remains split on the broader economic outlook. Inflation remains the top concern across all demographics, especially among older consumers. Millennials and Gen Z are more hopeful about their personal financial future, which is an encouraging sign for brands targeting younger buyers.
In 2025, consumers are prioritizing practical purchases such as smartphones, travel, electronics, and home upgrades. Big-ticket items like homes and luxury goods are on the back burner. More than ever, brands must now focus their messaging on value, durability, and emotional connection.
Online shopping continues to grow, with nearly half of Americans making online purchases at least once a week. Gen Z and Millennials lead the charge here, with Gen Z showing the highest daily online shopping rates. Still, in-store shopping remains vital—especially for groceries, alcohol, and home goods—proving that omnichannel strategies are essential.
Clothing and fashion purchases increasingly straddle online and in-store channels, as consumers seek convenience and tactile experience. Millennials are expanding their online habits into groceries and appliances, while Gen Z is driving new growth in beauty and electronics online.
Across categories, price and quality are the two biggest decision drivers. Brand reputation, customer reviews, and the ability to touch or try products also play a role, especially for big purchases. Speed of delivery and easier returns are crucial levers for increasing online conversion.
Amazon is the top online retailer, but Walmart and Target are strong contenders, especially among African American and Hispanic consumers. Younger shoppers are also exploring platforms like Shein, Nike, and Instacart, reflecting a broadening of the digital marketplace.
More than half of Hispanic consumers say they sometimes or always look for Spanish-language shopping options. Millennials and Gen X Hispanics also place greater importance on culturally relevant marketing, from language to holiday promotions. For brands, marketing to the nation’s growing Hispanic population isn't a trend—it's a necessity.
Consumers see faster delivery, mobile-first shopping, and sustainable options as key trends shaping the future. Gen Z and Millennials are driving interest in social media shopping, while Gen X shows the greatest enthusiasm for immersive retail experiences like AR and VR.
To boost online sales, consumers are calling for better discounts, faster shipping, and simpler return processes. This points to a continued expectation for convenience, transparency, and value delivered with cultural fluency and digital agility.
As consumer shopping expectations evolve, brands must adapt strategies that blend price sensitivity, omnichannel experiences, and cultural resonance. Whether online, in-store, or in-between, the shopping journey of 2025 is dynamic and deeply human.
Download the report here.