This month we spoke to five women about their experiences of the distribution of domestic labour. The research is in: the situation needs improving. Perhaps Australian women should strike as their Icelandic counterparts did in 1975.

This month we take a look at three fascinating and productive moments in the history of market research! From the invention of Baileys Irish Cream, to when Sylvia Ashby met Ernest Dichter, to the catastrophe of New Coke... there’s a moral to each story – a lesson still relevant to market researchers today.

‘Tis the season, but tis it a time to be jolly? This November Ground Truth decided to speak to some people to find out how they feel about Christmas. As it happened, our interviewees shared a notable love-hate relationship with the date. In this piece we unpack such holiday ambivalence and recommend that, paradoxically, we experiment with tradition.

Ground Truth & July are proud to share our State of the Nation travel report which explores the travel intentions of Australians this season as cost-of-living pressures mount. The survey engaged a nationally representative sample of over 1000 Australians in mid-August.

This week we consider if Australian marketers still suffer from a ‘Fear Of Marketing Older’, despite the significant consumer power of those aged 55+

A recent report from Commbank iQ singles out 25-29’s as the most affected by cost-of-living pressures. We ran a focus group with six young people to understand why.

This week we’ve been considering the implications of tools like ChatGPT on qualitative research — and our jobs!