Category: Research

A notable generational divide is emerging, presenting both opportunities and challenges for senior marketing and customer experience (CX) leaders. The 2026 Hippo Housepower Report examines these trends and outlines actionable strategies for enterprises.

A recent AirOps report, The Influence of Retrieval, Fan-out, and Google SERPs on ChatGPT Citations, provides empirical insights into these dynamics, revealing that simply being retrieved does not guarantee citation and that a significant portion of AI-driven search occurs outside conventional tracking methods. This necessitates a strategic shift in…

RetailNext’s 2026 Shopper Sentiment Report, which surveyed 1,053 U.S. consumers in February 2026, underscores a critical shift: price is no longer merely a factor; it is the dominant driver of customer engagement and loyalty. For senior marketing and CX leaders, understanding and responding to these shifts with precision and…

Despite significant investment and effort, the perceived quality of customer experience is not improving at the rate practitioners believe. This disconnect signals a fundamental challenge in how enterprises measure, understand, and act upon customer feedback.

A Harris Poll conducted in February 2026 reveals a complex paradox: Gen Z relies heavily on TikTok for cultural content, yet exhibits growing distrust, content fatigue, and a desire for more authentic digital experiences.

HYPR’s sixth annual State of Passwordless Identity Assurance report (produced with S&P Global Market Intelligence 451 Research) shows Generative AI (53%) and Agentic AI (45%) have now surpassed stolen credentials as the primary identity concern for security leaders.

A recent Zappi study, The relevance gap: Why women feel increasingly unseen by advertising, reveals a substantial and growing “relevance gap”: women increasingly feel unseen by advertising, leading directly to financial consequences for brands. This is not merely a creative challenge; it is a revenue problem that demands immediate,…

The 2025 Google Local Search Report by Rio SEO, which analyzed over 239,000 U.S. business locations from January 1 to December 31, 2025, highlights a significant contraction in traditional local discovery channels, while simultaneously revealing a concentration of customer intent.

Shift’s 2026 AI Consumer Insights Report, based on a survey of 1,448 adults conducted in February 2026, reveals a critical imperative for enterprises: while consumers embrace AI’s benefits, they demand granular control, transparency, and accountability. This report highlights that the next phase of AI adoption hinges on intentional design…

This report by Nasscom, Oliver Wyman, and R Systems, Forging Ahead: Strategic Partnerships Between Global Capability Centers and Service Providers, outlines this shift and provides a framework for senior leaders to navigate this new era of collaboration.