Category: Research

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.

The Smarter Sorting study, Product Truth in the Age of Agentic Commerce: A Multi-Platform Evaluation of AI Shopping Systems’ Accuracy, Completeness, and Regulatory Reliability (2025), exposes persistent challenges in delivering “product truth”—a SKU-level representation that is accurate, complete, and regulatory-aligned.

While ad executives increasingly leverage AI in creative processes, The AI Gap Widens, new research from IAB and Sonata Insights reveals that consumers hold significantly less positive views on AI-generated advertising than advertisers assume. For senior marketing and customer experience (CX) leaders, addressing this disconnect through strategic disclosure and…

According to Smartcat’s The State of Global Enterprise Growth in 2026 report, for senior marketing and CX leaders, navigating this environment requires more than isolated efficiency gains; it demands a strategic approach to AI integration, workflow orchestration, robust governance, and structured training.