PROOF Insights Blog

The best insights teams don’t outsource everything. They right-source: handle the mainstream work in-house and bring in a specialist when the work becomes complex, technical, or high-stakes.

The cure isn’t always a more complex model. Often, it’s a lightweight discipline that helps you spot drift early and adjust before small variances become painful surprises. That’s the idea behind a 30-minute forecast review: a short, recurring meeting with the right inputs, the right questions, and the right decisions.

Adoption research can tell you a lot about who is likely to try, why they might switch, and what could accelerate or slow uptake. What it usually cannot do on its own is tell you the thing operations and finance ultimately need: How much will they buy? Volume is driven by a different set of mechanics—some overlapping with adoption, many not.

Single-number demand forecasts are comforting. They look decisive, they fit neatly into spreadsheets, and they give stakeholders something concrete to plan around. But in real markets, especially for new products, new categories, or shifting competitive environments, single-point forecasts often create a false sense of precision.

Forecasts have a funny way of becoming facts. Learn how to create forecasts you can actually act on with our new comprehensive guide covering the biggest forecasting pitfalls and how to avoid them.

AI is exceptional at finding, sorting, and summarizing information. But aligning decisions with the conflicting interests, incentives, and emotions of real stakeholders requires human judgment. At PROOF Insights, we pair advanced AI-driven analysis with seasoned researchers to deliver insights that reflect both the best available evidence and the human context in which your decisions will live.

In the ever-evolving terrain of medical device development, timing your market research is not just a procedural step, it's a strategic imperative. 2026 now presents itself as a prime year for investing in market research.

As businesses navigate the ever-evolving market landscape, knowing when to invest in market research is crucial for new product development success.

While AI tools can lead to efficiencies, they often sacrifice the diligence, nuance and flexibility that true customer care requires.

Learn what buyer personas are, why they matter, and how segmentation research is essential for developing research-based personas that drive effective marketing strategies.

Learn practical strategies to accelerate your market research timeline without compromising quality or insights.

Discover how needs-based segmentation can transform your marketing efficiency by grouping customers with similar needs for more targeted strategies.

Learn how leveraging data can lead to more informed and effective business choices in today's fast-paced business environment.

ACBC conjoint analysis assesses how consumers value different product attributes and make trade-offs for optimal pricing strategies.

In an ever-changing economic landscape, determining the optimal moment to invest in market research is essential for strategic success.

Why brand tracking research is indispensable to healthcare product managers and marketing managers for assessing branding effectiveness.

Discover how primary research provides a competitive advantage over secondary market research reports for strategic business decisions.

Neuroscience is rapidly evolving, transforming marketing research and helping companies create more effective strategies.

Explore how artificial intelligence is revolutionizing market research methodologies and creating new opportunities for deeper consumer insights.