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Articles by Jeremy Hollow
Mobile AI tool usage increasing, says Comscore
Comscore said that in the past three months, mobile reach for AI tools, including both mobile web and native app usage, grew 5.3% to 73.4 million users, while PC usage fell 11.1%. From November 2024 to June 2025, mobile adoption of AI assistants grew 82%, with Microsoft Copilot (up 175%), Google Gemini ( 68%) and OpenAI ChatGPT ( 17.9%) the three fastest growing brands on mobile between March and June 2025.
Through the AI looking glass: How trust is moving
Not so long ago, if you wanted to know something, you asked Google. It gave you a list of links; a neat, ranked pile of possibilities. You still had to click around, read, compare, decide what felt credible. The trust was in the process – Google’s job was to point you to the right streets, not walk you to the door. Now, that’s changing. When you ask ChatGPT or Claude a question, you don’t get a pile of pamphlets – you get a tour guide.
We need to make space for new forms of listening
According to recent data from the Food Standards Agency, a large majority of UK shoppers say they’re concerned about ultra-processed foods (Consumer Insights Tracker, Dec ‘24). Now, just imagine for a moment a packed single-decker bus ( 40 or 50 people). According to the survey, almost everyone on board should be quietly worrying about emulsifiers, stabilisers, and added preservatives. Does that match what we see in real life?
How social insight can help you understand the job to be done
I was late to this party. (It started in 2016 but better now than never). A recommendation drew me down a rabbit hole until I found ‘Competing Against Luck’ by Clayton Christensen et al. It’s the origin of the Jobs to be Done theory. If you know, you know. But if like me, this is news to you, here’s a quick intro. Clayton sums up the essence of the Jobs to be Done theory with a quote from the famous marketeer, Theodore Levitt. But it’s all too easy for us to lose sight of this.
Why you can’t have brand purpose without social insight
Pop quiz. Why does your organisation exist? You can recite your company’s “why” easily, can’t you? For today’s consumers, a brand’s values and beliefs matter. A recent study found as many as 82% of consumers make purchase decisions with purpose in mind. So, to build a strong brand, you need to identify, embody, and articulate – what your brand stands for besides making money. This is how you connect with that 82%. Brands struggle to put purpose into practice. Only 11% reportedly manage.
Going viral: the psychology of how and why we share on social media
It’s 2008. And the boys of South Park are trying to break the internet. The episode “Canada on strike” revolves around four misfits who want to make money fast by trying to become viral video stars. The children put up a video on YouTube that becomes an instant hit and go to the imaginary “Colorado Department of Internet Money” to receive their earnings. Cue lots of jokes on internet trends. The scene is a veritable who’s-who of internet sensations of yesteryears.
What can TikTok teach us about immune health?
TikTok is massively underused for insights. It can help you understand what consumers are buying, why they’re making the choices they do and how you can better appeal to them. So we’ve researched the topic of immune health to show you why you need to be using TikTok data, what sort of insights you can gain from it, and how brands might use this information to better connect with customers. Overall, we can see that there is a strong interest in boosting immune health on the platform.
New York introduces Covid-19 vaccine passports | News
US – New York has launched a digital pass to help people voluntarily share their Covid vaccination or negative test status to access entertainment and hospitality venues. The Excelsior Pass works by allowing users to print out a pass or store a pass on their smartphone including a QR code, which can be scanned by a companion app used by a registered venue.
SampleNinja launches panel management platform | News
US & UK – Panel management software company SampleNinja has launched its platform after two years of development. Founded by chief executive Tariq Mirza (pictured) and chief technology officer Juha Vehnia, former owners and partners of Kinesis Survey Technologies, the company was established in 2019 to offer automated sampling. The platform was initially due to launch in the first quarter of 2020, but delayed launch due to the onset of the Covid-19 pandemic.
Kantar expands Georgia panel | News
GEORGIA – Data, insights and consulting company Kantar is expanding its television audience measurement (Tam) service in Georgia. The improvements to the Tam service will increase the size of Kantar’s Georgian Tam panel by 45% to 800 households and cover the entirety of Georgia in a single service for the first time, minus occupied territories. The Tam will measure 70 different channels with half of them having advertising monitoring.
Vaccine debate won’t be won by talking about the science | Opinion
Research will be vital in understanding people’s attitudes towards and beliefs about the Covid-19 vaccine, says Jeremy Hollow. About 10 years ago, my son caught measles. He was very young, not old enough to have the vaccine. It took hours and hours to diagnose because no one had seen a case for years. He was very sick but thankfully recovered. This experience hardened an already strong pro-science, pro-vaccine attitude within me. I simply couldn’t understand why people wouldn’t vaccinate their kids.
Industry training consultancy Vela launches | News
UK – Sinéad Jefferies, consultant at Watermelon Research, has established a training and consulting business, Vela, with the aim of supporting the insight industry in flexible and remote working. Vela will offer training courses delivered remotely, with a focus on collective working, team management and maintaining a clear narrative.
Social listening for insights - understanding the meaning in social data
Reading time: 3 mins Like most, my plans changed pretty abruptly mid-way through March. I was going to spend some time in Amsterdam delivering a workshop for ESOMAR on the qual side of social media data analysis. Thankfully, what’s now impossible off-line, has been made possible online, thanks to the hard work of ESOMAR’s events team. I’m actually quite pleased that the Summer Academy has moved online as Virtual Academy (although, it would have been great to see Amsterdam again).
What can leaders do to make working from home, work | Opinion
As the nation gets ready for widespread homeworking, Jeremy Hollow shares his advice for how market researchers should adapt to this mode of working. The idea that large parts of the UK’s workforce will be asked to work from home looks increasingly likely in the next few weeks. Apart from the apparent need to stockpile toilet paper, it begs an important question. How can we keep our businesses running smoothly when our whole way of working is set to change? Full disclosure. I’m a bit biased.
Social insights for making sensitive connections: How Macmillan is helping people who’ve just been told they have cancer
Macmillan, the British cancer charity, and Listen and Learn, a multinational company that specialises in small group language courses, used social data to learn how to help people who have been told they have cancer. Charities & voluntary organisations United Kingdom Social listening, real time research Researching sensitive topics Strategy An impossible subject at an impossible time.
Turning TikToks into business insight
WARC subscribers can sign in to keep reading Not a subscriber? WARC helps you to plan, create and deliver more effective marketing Prove your case and back-up your idea Get expert guidance on strategic challenges Tackle current and emerging marketing themes We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients.
In the battle for attention, content is everything
WARC subscribers can sign in to keep reading Not a subscriber? WARC helps you to plan, create and deliver more effective marketing Prove your case and back-up your idea Get expert guidance on strategic challenges Tackle current and emerging marketing themes We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients.
Don't ask questions, don't travel anywhere: How combining social listening research with search engine analytics is helping Braun understand its global consumer better | WARC
This article explains how Braun, the personal care products company, worked to improve its understanding of how men around the world feel about grooming. Shaving products Japan United States Strategy Guy White and Jeremy HollowCatalyx and Listen and Learn Research Braun felt it... WARC subscribers can sign in to keep reading Not a subscriber?
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