Category: Research

The EY State of Consumer Products Report 2026 highlights that while many companies pursue incremental optimization, true competitive advantage will stem from a structural redesign of commercial decision-making processes. This requires senior marketing and CX leaders to move beyond isolated functional improvements and embrace an integrated, AI-driven commercial model.

The iSpot 2026 Video Ad Spend & Strategy Report, based on a survey of over 200 marketers with substantial TV spend, provides critical insights into anticipated budget shifts, measurement priorities, and the challenges and opportunities presented by AI. This analysis outlines the strategic imperatives for enterprise leaders to optimize…

While confidence in marketing performance is often high, a disconnect frequently exists between perceived success and actual business impact. This gap, termed The Marketer’s Confidence Paradox by Incubeta’s 2026 research, indicates that a significant portion of marketing spend may not be delivering its full value, leading to suboptimal growth…

As revealed in the State of Martech 2026 report by Scott Brinker and Frans Riemersma, the industry is moving from established, rule-based systems to dynamic, agentic AI-driven operations, with context becoming the new competitive differentiator.

As revealed by the Dataiku/Harris Poll Global AI Confessions Report: CEO Edition 2026, intensified to pressure to achieve business outcomes with AI is accompanied by deepening uncertainty among CEOs regarding their ability to manage and control AI at scale.

Modern marketing leaders face a critical challenge: retaining highly motivated talent while navigating an increasingly complex operational landscape. A recent report, The Passion-Pressure Paradox, by Optimizely in conjunction with Heinz Marketing, illuminates this tension. Based on a survey of over 200 marketing practitioners in lean, B2B environments, the study…

Genpact’s Autonomy requires trust in AI: Four leadership decisions that determine whether AI scales report explores how the promise of agentic AI—systems capable of autonomous action and decision-making—represents the next frontier in enterprise transformation.

As detailed in the HireVue 2026 Global AI in Hiring Report, organizations worldwide are grappling with a new reality where AI influences every stage of the hiring lifecycle. This shift demands a strategic focus on trust, transparency, and accountability, moving beyond mere adoption to leveraging AI as a responsible,…

A recent study by Expedia Group Advertising reveals that travelers are a uniquely valuable consumer segment, consistently making significant non-travel purchases before, during, and after their trips. This behavior presents …

The 2026 EBRI/Greenwald Retirement Confidence Survey (RCS), the 36th annual assessment of American workers’ and retirees’ financial outlook, reveals a significant decline in retirement confidence across both demographics.