Most brands have a Gen Z problem. They just haven't admitted it yet. Despite billions spent on purpose-driven campaigns, creator partnerships, and social-first content strategies, the vast majority of brands are losing the trust battle with the next two generations of consumers — not by a little, but by a lot. And the uncomfortable truth is this: it's not a Gen Z problem. It's a brand problem.

These generations aren't broken, difficult, or impossible to reach. They've simply developed a finely tuned detector for inauthenticity — and most brands keep tripping the alarm.

Did you know up to 30% of online survey responses are unusable or fraudulent? AI bots are now skilled at natural language, generating open ended responses, maintaining consistency with personas, and passing logic checks.

However, advances in market research quality systems have kept pace with today’s needs. Layered defense tools, continuous monitoring, personalized recruitment, and updated tools are available to prevent fraud.

At Conversate Labs, we don’t just lead global market research, we actively collaborate with our clients to understand the problem, determine the niche target market, and recruit solid participants in each and every study.

Our approach to AI fraud includes quality from the start. We don’t just use random lists or outdated methods to find participants. We get to know your audience, their behaviors, and scope the problem you are solving for and incorporate those nuances into every person. Our tailored approach to research recruitment begins with taking your target market and finding those exact type of profiles to engage and participate with us throughout the research journey.

Many of the traditional marketing assumptions have more to do with historical preferences, generational bias, and legacy marketing plans than with how the audience actually behaves today. With consumption trends changing this fast, brands have a real opportunity to investigate the customer experience before launching a new campaign or product. Learn how to allocate your marketing mix to fit today’s consumer.

Right now, when someone searches using ChatGPT, Perplexity, or Google's AI Overviews, the results are built almost entirely from earned, owned, and organic content, not paid placements. Roughly 94% of links AI search tools cite are non-paid media. So what does this mean for your marketing budget? Think of paid media as a faucet. When you turn it off (and sometimes, even when you just turn it down) it stops. You always have to pay for more to come out. Most brands haven’t mastered the art of earned media yet and it is an invaluable marketing tactic for 2026 and beyond. Earned media compounds. And it can be one of the most valuable strategies with long term ROI for years to come.

For 5 years, Conversate Labs has helped brands do something most marketing firms can't: understand their audience deeply, and then execute on new insights. We've run focus groups for Fortune 100 companies, designed research that informed global product launches, and helped brands and leaders communicate in a way their employees and customers actually respond to.

We are putting the “I” in AI at Conversate Labs. Over the past few months, we have all been hearing and talking at length about AI. Just like you, we are committed to bringing the latest technology to our clients. But the question still remains, what value does it bring to you and the work you do everyday? After talking with so many clients, vendors, suppliers, and thought leaders, Conversate Labs has been working to help answer this question and maximize the value AI can bring in helping solve complex problems. Whether you are entering a new market, trying to find new customers, launching a new campaign, or evolving a product line, there are many ways to integrate AI solutions to connect with you audience to help make great decisions to grow your business. So where do we see AI in the future of insights? Turns out, it starts with you and “I”!

A new year. A clean slate. A chance to start fresh. We all get to start the new year with hope and optimism. But the best brands today take it as an opportunity for a chance to look back and learn, while also understanding what’s relevant to today’s consumer.  Affordability will be a top concern and be at war with brand affinity. The Best Global Brands according to Interbrand reported increases in global brand value to $3.6 trillion, up 4% in 2025. So what are the best brands doing right that we can learn in a price sensitive market?

Bud Light, Nike, Apple, and American Eagle. When it comes to knowing what to say and when, it seems like no brand is safe. Take the recent American Eagle ad that went viral for offending many for its reference to “good jeans”, a stray from its All-American brand strategy. The ad briefly caused a small stock increase, then produced a -80 point swing in brand sentiment. Our blog will explore how your team can create a winning brand and communications strategy, without offending customers, in 2025.

How do you stay relevant in a politically charged year? A recent study found a swing towards more positive opinions from Americans wanting companies to take a stance on important topics. However, this does not mean to to jump in right away. Yes, being more open and transparent will win over workers and customers, but ensuring it aligns with your values and strategic objectives is key - they will call you out on if you miss the mark. Let’s explore the top messages of 2025.