Blog Articles​

A concept test answers one of the most important questions in product and marketing: does this idea work...

Most insight reports fail at the last step. The research is solid. The methodology is sound. The analysis...

The most expensive survey mistake is one you do not realise you have made until the data comes back and...

Brand awareness is one of the most cited metrics in marketing. It is also one of the most frequently...

Qualitative analysis is where research earns its value, or loses it. The richest interview data becomes...

The adoption of AI moderation in qualitative research has been fast, and the ethical frameworks around...

There is no single best method in qualitative research. There are methods that fit specific research...

“How many people do we need to interview?” is the most common question in every qual research...

Most discussion guides are written with a human moderator in mind. The language assumes a person who...