Thoughts, Trends & Insights
Our Publications
A curated space for the stories, ideas, and discoveries that shape our work. From research findings to market and cultural trends, these publications bring together everything that helps us, and our clients, see a bit further and make better decisions.
Stetoscopio 2025-26 (ITA)
The mood of Italians.
Reorganized, perhaps not very effective, but certainly worn out.
In 2026, it won’t just be about what we buy, but about how we decide: with how much energy, with which priorities, and with what level of trust in the world around us.
With this new edition of Stetoscopio, we analyze the emotional and decision-making climate shaping Italians’ behaviors: what is changing in everyday choices, where value is shifting, and which tensions are becoming real drivers for brands, services, and organizations.
Synthetic Data: Hype, Hope, or Hard Proof?
An MPS Evolving Insights article cutting through the noise around synthetic data in market research. It explores where synthetic data can genuinely accelerate learning while spotlighting the risks: bias amplification, weak underlying signals, and overconfidence in black-box outputs.
The key message is simple: adoption is growing, but validation is the hard proof that makes results decision-ready.
ESG Trends 2025: The Consumer Lens
An annual multi-country syndicated study by MPS Evolving Insights with AGMR, spanning 13 markets in 2025. It explores ESG familiarity, day-to-day behaviours, expectations of companies, and how people assess disclosure and trust. This practical framework is designed for decision-makers who need comparable, market-ready guidance for product, brand, and employer strategy to shape credible ESG claims.
Investing in Closing the Consumer Experience Gap
A strategy paper by MPS Evolving Insights for CPG leaders on aligning brand promises with what consumers actually experience across ZMOT, FMOT and SMOT moments. It explores a real-world approach to capture in-context usage, connect touchpoints along the value chain, and measure experience as a driver of repeat choice. Built for CPG decision-makers: a clear agenda to focus budgets, remove friction across the journey, and scale what works.