Contents Issue 44 January 2024 20 World View 08Global round-up From climate change ethnography to citizen engagement in Sweden Spotlight 16Generations Is generational analysis in need of a rethink? Impact report 20Seldom heard, niche Exploring effective research participation with historically seldom heard groups and those who have something uncommon in common Focus Features 28Holland & Barrett The health business uses insight to address some myths and start new conversations 32Asahi Fusing global and local data to make the most of beer trends 38 38Careers Stories of setbacks and overcoming challenges 42Technology Research on AI bias in financial services 51MRS The latest from the Market Research Society, including Jane Frosts column and a celebration of 2023s certificate awardees 58In Seven Professor Cathy Urquhart on using grounded theory for deep understanding of data 4 Impact ISSUE 44 2023_pp4-5_contents.indd 4 05/12/2023 11:49