Blog
Rigour Research's Cornelius Barry Recognised as an MRS Research Hero 2026
Rigour Research is incredibly proud to announce that our Managing Director, Cornelius Barry, has been recognised as one of the MRS Research Heroes 2026.
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Rigour Research Proud to Support Another Successful MRBA Summer Quiz
Rigour Research was delighted to sponsor this year's MRBA Summer Quiz, helping to raise an incredible £7,561 in support of the Market Research Benevolent Association and the fantastic work it does for people across the insights industry.
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Rigour Research Heading to Quirk's New York 2026
Rigour Research is excited to announce that we'll be exhibiting at Quirk's New York 2026, one of the leading events in the insights and market research calendar.
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The Counterintuitive Goal of Data Fusion
Data Fusion is the art of matching individual records from one dataset (the donor dataset) with records in another dataset (the recipient dataset), allowing us to infer relationships across datasets, even though we are dealing with entirely different records.
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Don't stop believing – Why every marketing team wants a Bayesian Belief Network
As we learn, we weigh evidence. If new evidence is strong enough, we might change our minds. We don’t assess all the data before forming a reasoned opinion, as traditional frequentist methods would otherwise demand. Instead, we consider what is probable, and update our thinking as we go. Expressed as a formula, this is Bayes’ Theorem.
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Rigour Research Shortlisted for Innovation of the Year at the Aura Awards
Rigour Research is delighted to announce that we have been shortlisted for Innovation of the Year at the Aura Awards in recognition of our RigourSignals platform.
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RFM: The Gateway Drug to Buying Stronger Insight
RFM is one of those Trojan horse propositions for insight and analytics agencies when working with businesses new to data-driven customer analysis. It is an extremely valuable piece of work in its own right, while providing ample opportunity to showcase the value an insight consultancy brings, possibly more so than would otherwise be noticed.
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What AI got wrong about us
We aren’t here to produce spot estimates or to condense what is already known reflecting on the use of AI in market research. As the LLM rubber hit the road, ‘game-changing’ started to look different. Pitch decks collapsed meekly under client-side follow-up questioning.
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