Articles

“How Do I Validate Assumptions Quickly?” - Moving From Belief to Evidence, Without Slowing Down “How do I validate assumptions quickly?” is a question we hear from clients facing time pressure, uncertainty, or internal debate. It often arises when teams realize that key decisions are being driven by beliefs rather than evidence - but waiting months [Read More]

“How Many Interviews Are Enough?” - What Qualitative Research Actually Tells Us “How many interviews are enough?” is one of the most common questions clients ask when planning qualitative research, and one of the most difficult to answer with a single number. Unlike surveys, qualitative interviews are not designed to measure prevalence or produce statistical confidence. [Read More]

“How Reliable Is Survey Data?” - What Clients Should Know Before They Trust the Numbers “How reliable is survey data?” is a question we hear often, usually from clients who are deciding whether to act on survey findings, defend them internally, or use them to inform high‑stakes decisions. It’s a healthy question. Survey data can be [Read More]

“Qualitative vs Quantitative: Which Should I Use?” - Making the Right Choice for Better Decisions “Should I use qualitative or quantitative research?” is one of the most common questions clients ask at the outset of a research project, and one of the most consequential. The choice between qualitative and quantitative methods shapes not only how data [Read More]

“What Is the Fastest Way to Get Market Data?” - Speed, Trade‑Offs, and Smarter Decisions “What is the fastest way to get market data?” is a question we hear increasingly often, usually accompanied by tight deadlines, competitive pressure, or rapidly changing market conditions. Speed matters. But academic research and practical experience agree on one important point: [Read More]

Many marketing analysts grapple with the gap between raw data and real understanding. Recognizing the difference between tracking a spike in product purchases and uncovering the motivations behind those numbers is the heart of consumer insight. Recent research highlights that consumer behavior involves not only rational choices but also emotional influences, psychological comfort, and context. Mastering [Read More]

Defining clear research objectives often makes the difference between actionable insights and wasted resources. For market researchers tackling complex projects across regions like North America or Europe, precision is non-negotiable. By focusing on target markets and specific research objectives, you set a strong foundation for every step that follows, from data collection to advanced analysis. This [Read More]

“How Do I Ensure Data Quality?” - Turning Good Data Collection Into Trustworthy Insight “How do I ensure data quality?” is one of the most important questions clients ask, and one of the most misunderstood. Low‑quality data rarely looks broken at first glance. Dashboards load, tables populate, and metrics appear stable. Yet decisions based on poor‑quality [Read More]

“How Long Should a Survey Be?” - Balancing Data Ambition With Human Attention “How long should a survey be?” is one of the most frequent and most consequential questions clients ask when planning research. It often emerges alongside competing pressures: a desire for comprehensive insight, concerns about response rates, and growing awareness of respondent fatigue. There [Read More]

“How Do I Reach B2B Decision‑Makers?” - What Research (and Practice) Tells Us For many organizations, reaching B2B decision‑makers feels like trying to hit a moving target. Senior stakeholders are increasingly time‑poor, shielded by gatekeepers, and spread across complex buying committees. As a result, clients frequently ask: “How do I actually reach B2B decision‑makers?” The answer [Read More]