We love our binary questions – for example, the simple ‘yes/no’ or ‘true/false’ answer. Brand image questions can be made more user friendly through a set of binary questions, e.g. ‘Which of these statements do you associate with this brand’ (yes/no) as opposed to ‘On […]

Unsurprisingly, the skills of researchers have transitioned over time. Ten years ago, we hired ‘all-rounders’ whose skills we could dial up and down to suit all scenarios, from face-to-face qual interviews and focus groups to complex quant surveys. Today, these researchers are still the core […]

Winning at the First Moment of Truth (FMOT) is becoming more and more important with the increasing dominance of self-serve, modern format shopping, as well as e-commerce. However, with increasing fragmentation of the market and the continuous launch of new brands and SKUs, consumers are […]

Increasingly, market researchers are talking about System 1 and System 2 thinking, and the differences between standard market research approaches and more ‘advanced’ ap- proaches, from implicit association tests to measuring brain activity. I believe this dichotomy is mistaken, and that we can and should […]

Sending a letter across the world once took 10 weeks. Today we can send a WhatsApp message the same distance within 10 seconds. But as the communication evolution continues, the huge volume of digital engagements consumers have on a daily basis makes it difficult for […]

Survey Writing 101 Clients often tell us that their quant surveys have been neglected over the last few years, left behind in the wake of research innovations focusing on online qual, or technologies like text analytics or facial coding. As a result, they’re still asking […]

Across the world we are seeing a rise in individualism. This might feel like a recent phenomenon driven by Millennials, the ultimate ‘me generation’, yet in reality individualism has been on the rise globally for several generations, with recent figures putting growth in individualistic practices […]

The word ‘disruption’ is commonly used to describe innovation in market research and other industries, but how can we differentiate incremental improvements from changes that are truly disruptive? Many breakthroughs in market research have shaken the industry up, as emerging technologies and ideas often do. […]

There’s no doubt that mobile video is becoming increasingly prevalent in research. It delivers richer insights compared to open questions; helps to bridge the gap between businesses and their customers by bringing the consumer to life, in context; and allows us to create show-stopping outputs. […]