PSB Insights

The 2025 Marketing Research and Insight Excellence Award winners have been named! Watch the video below to find out for yourself who this year’s #QuirksAwards winners are. Thank you to your title sponsor, MFour Data Research, and all our category sponsors, Advanis, Appinio, Bolt Insight, The Directions Group, Echovane, Great Question, Kalever, MarketVision Research, The Mix Global, Orchard Insights, ROI Rocket, Sapio Research, TestSet, Unimrkt Response and Xoxoday for your support! See a full list of winners and watch the celebration go to https://lnkd.in/gGYvjYmX.

African Statistics Day is here and we are excited! No, we haven't lost our minds, just our ability to stay calm around a great dataset. 🤩 At the Ichikowitz Family Foundation, we’ve long believed in the transformative power of data, and few datasets inspire us more than our very own African Youth Survey. With 5,604 young Africans interviewed across 16 countries, the survey delivers one of the clearest, most rigorous pictures of the hopes, fears and ambitions of the world’s fastest-growing youth population. In a continent defined by its youth, this kind of evidence-based insight is so important to drive the continent forward. And the story the data tells is remarkable: 📊 63% of young Africans say their voice matters to national leadership. 📊 83% are concerned about corruption in their country. 📊 78% worry about climate change and want their governments to do more 📊 71% plan to start a business, a powerful entrepreneurial surge. 📊 58% are considering emigration, mostly for economic and education opportunities. These aren’t assumptions. These aren’t anecdotes. 👉 These are statistical truths, gathered through thousands of face-to-face interviews across the continent. So yes, on African Statistics Day 2025 , we proudly celebrate this work. Because Africa’s progress must be built on African data, African voices and African realities. And the African Youth Survey is helping make that future clearer, stronger and more exciting than ever. The African Youth Survey is a legitimate, methodologically sound, and statistically rigorous survey, carried out by PSB Insights a global insights leader. It uses proper sampling, professional fieldwork, transparent methods, and global research standards, making it one of the most credible youth data sources on the continent. If you want to dive into the statistical data of the latest #AfricanYouthSurvey, just pop over to our website and download your free copy, we've even designed it so its a enjoyable read. #Africanstatisticsday2025 #Africanstatistics #AfricanYouth #psbinsights #Africanrealities #Africa

We’re proud to share that Burson Africa has been awarded Silver in the NGO campaign category at the prestigious South African 2025 PRISM Awards for its outstanding PR campaign for the African Youth Survey 2024! Commissioned by the Ichikowitz Family Foundation and developed with PSB Insights, the African Youth Survey gives voice to Africa’s youth... to their hopes, aspirations and fears. Based on irrefutable quantitative data and underpinned by proper academic rigour, it seeks to enlighten political, corporate and civil society leaders, global organisations and policy makers, to stimulate dialogue and to be the primary source of information research on the youth of the continent. Ultimately, it seeks to change the negative stereotypes of Africa. Big congratulations to the Burson team for getting this award. ...and congratulations to the other winners in the category OceanX Tribeca Public Relations and Nelson Mandela Foundation Flow Communications #Prismawards #PRISMS #Prisms2025 #AfricanYouthSurvey24

It is important to remember that not every research method works with each project you do. Sometimes getting creative in your methodology is the best way to go! SAP Concur and PSB Insights created their own method called “Journey MaxDiff,” a combination of MaxDiff exercises, to replace traditional segmentation studies that didn’t fit the constraints of B2B. This method identifies common pathways while allowing for filtering by industry, department, buyer demographics and more. The results are presented in a user-friendly tool that provides actionable insights for marketing and sales teams. Learn more about this 2025 B2B Research Project finalist at https://lnkd.in/gQbJ43AN.

Synthetic Data - Low barrier to entry, high barrier to excellence   It was a couple of days of intense discussions on the nature and role of synthetic data in marketing research. Takeaways:   1. Over the last century MR has seen the shift from in-person to mail to phone to web. This is not the logical next step. This is potentially a paradigm shift . . . for the better - if there is rigor and patience.   2a. Rigor - because much is unknown and we are on (fast) moving ground. While this was emphasized by many speakers and my panel, none were more authoritative than Olivier Toubia and Tianyi Peng from Columbia. Academic rigor and guardrails are especially needed to harness this new power.        2b. Patience - because practitioners don't like moving at academic speed. But we must exhibit patience. If not, well, the road to hell is also paved with bad intentions.   Unlike past innovations which often required abstruse incantations under blue moons, this one is as democratic as it gets. But that nearly non-existent entry barrier shouldn't lull us into forgetting the looming excellence barrier.    Thank you #ARF, #MSI, #ColumbiaBusinessSchool for a great conference.  Oded Netzer, Neeraj Arora, Ayelet Israeli, Rob Kaiser, thanks for a fun panel discussion.